Hershey aims for Shaquille O’Neal slam dunk sweet success

Hershey is hoping for a slam-dunk from its latest collaboration with the Shaquille O’Neal and his eye-catching Shaq-A-Licious series of confectionery, writes Neill Barston.

As Confectionery Production has previously reported, the basketball star has already enjoyed a successful series of self-branded sweets that were proudly on display at the last Sweets & Snacks Expo. 

its latest series, Slams, features three sweet, crunchy gummy balls in watermelon, strawberry and orange flavours and a chewy, sour mango ring, adding to its existing range of branded confectionery.

As the business explained, fans can interact with the candy by lining up the balls, dunking the balls in the ring and mixing and matching the flavours to create unique flavor sensations with every bite.

“When I do something, I want it big! Big flavor, big fun, big everything,” said Shaquille O’Neal. “With Shaq-A-Licious SLAMS, you are not just grabbing a gummy and tossing it in your mouth.

“You’re stacking the balls, aiming for the mango ring, shooting your shot, then going in for that big sweet-and-sour chew. People always told me, ‘Don’t play with your food.’ With SLAMS, I’m telling everybody: go ahead and play with your candy. Stack it, slam it, snack it – and if you miss the shot, you still get the bucket.”

“Slams is a game-changer for the Shaq-A-Licious brand and showcases our approach to candy innovation,” said Vivek Mehrotra, Senior Brand Manager, Shaq-A-Licious, The Hershey Company.

“Stacking crunchy gummy balls inside a sour mango ring creates a multi-textural bite unlike anything else in the gummy aisle. The balls-and-hoop format transforms candy into a hands-on experience—inviting fans to build, play, and personalize every piece. With Shaquille’s vision shaping every detail, Slams delivers a one-of-a-kind, multi-sensorial adventure that grabs your attention the instant you open the bag.”