Impact Confections unveils latest Warheads Atomic Fizz series
US-based Impact Confections is aiming to make a strong impression with the introduction of a new Warheads Atomic Fizz candy, combining the classic sour taste of the classic Extreme Sour Hard Candy brand with a fizzy explosion at its core, writes Neill Barston.
As the business noted, the science behind the explosion is sodium bicarbonate mixed with acid, which fizzes when it hits your mouth. As a nod to the explosive candy, when key sales milestones are achieved, the candy team will “blow up” its mascot, Wally, in increasingly bigger and more entertaining ways. This all takes place at the Atomic Fizz Testing Facility, a secure location somewhere in the desert. Explosion videos will drop on Warheads Instagram and TikTok channels.
As the Wisconsin based company explained, the Warheads Atomic Fizz series is being released comes in five fizzy flavors: blue raspberry, watermelon, black cherry, green apple and lemon. The iconic candy is now available in a 1.48-ounce reclosable plastic container at retailers nationwide.
“Eating Warheads Atomic Fizz takes you on a journey from the Extreme Sour coating, through the sweet fruity candy, ending with a fizzy explosion in the centre,” said Lindsay Karlin, vice president of marketing and development. “And we’re launching the product with a bang.”
The Wally explosions, which will escalate in magnitude, are planned to coincide with sales thresholds of Warheads Atomic Fizz. Brand fans will trigger the video releases on social media at 250,000 units sold, 375,000 units sold and 500,000 units sold.
Wally, the beloved Warheads brand persona, is a character with puckered lips, due to the iconic candy’s signature sour taste, and a puffy mushroom cloud rising from his head. Pop culture suggests the name of the candy comes from the idea that the unique tart taste is similar to a real warhead going off in your mouth.
