Hershey is expanding its candy portfolio with the exciting release of Shaq-A-Licious XL Gummies, created in partnership with basketball legend Shaquille O’Neal.
This new product line taps into the growing popularity of gummies, especially among younger consumers, and brings a fun, larger-than-life twist to the gummy market.
A Gummy Fit For a Legend
Shaq-A-Licious XL Gummies are available in two varieties: Original and Sour. The Original variety features three bold flavors peach, berry punch, and orange with gummies shaped like the iconic basketball star’s head.
The Sour Gummies, however, play on Shaq’s legendary nicknames. With gummies shaped like “Diesel, The Big Cactus, and The Big Shamrock,” these tangy treats come in flavors like pineapple, mixed berry, and watermelon.
The extra-large size of these gummies reflects Shaquille O’Neal’s playful personality and his self-proclaimed title as the “biggest kid in the candy store.”
The Shaq-A-Licious XL Gummies will be available at major retailers across the country this month, marking a significant step in Hershey’s continued push into the gummy market.
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Hershey And Shaq: A Winning Partnership
“We’re thrilled to partner with Shaq, a candy lover and cultural icon, to bring more fun to our gummy products,” said Vivek Mehrotra, Hershey’s brand manager for sweets.
With the gummy candy market growing almost twice as fast as chocolate, this collaboration offers Hershey an opportunity to tap into this dynamic space for creativity and product innovation.
Hershey first introduced the Shaq gummies at the Consumer Analyst Group of New York event in February. Hershey CEO Michele Buck expressed her excitement over the opportunity to work with O’Neal, particularly given his appeal among young and diverse consumers, the key target audience for gummy products.
The Booming Gummy Market
Gummies became a household staple during the COVID-19 pandemic, as many people turned to snacks while staying at home. The trend hasn’t slowed since, and the demand for gummies is on a steady rise.
In fact, the gummy candy market is projected to grow from $495 million in 2024 to $750 million by 2032, with a compound annual growth rate of 6.4%, according to a Market Growth Report.
To meet this growing demand, Hershey has invested heavily in its gummy production capabilities, which are expected to surge by 50% in 2024.
This expansion will allow the company to create more innovative products, launch larger promotional campaigns, and secure greater retail space for its gummy products.
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Jolly Rancher Gummy Expansion
In addition to the Shaq-A-Licious XL Gummies, Hershey’s popular Jolly Rancher brand is expanding its gummy offerings. Earlier this year, the brand released Awesome Reds, a sour gummy mix that includes flavors like cherry, pomegranate, watermelon, and fruit punch. Hersh
ey is also launching Jolly Rancher Ropes this month, which feature two new flavors Green Apple & Watermelon and Blue Raspberry & Cherry.
Gummies: A Sweet Spot For Innovation
Gummies are proving to be a lucrative space for innovation across the candy industry. Major confectionery companies like Hershey, Mars Wrigley, and Ferrara are using gummies to extend their product lines in creative ways.
Gummies have become popular with consumers because they’re shareable, fun, and viewed as a more permissible indulgence compared to other sweets.
Brands like Jolly Rancher, known for their strong fruit flavors, are leveraging their reputations to create exciting gummy products that draw on familiar tastes while offering something new.
For Hershey, the launch of Shaq-A-Licious XL Gummies is a bold move that taps into this growing trend, combining Shaq’s star power with a booming candy category.
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Conclusion
The launch of Shaq-A-Licious XL Gummies is more than just a new product—it’s a celebration of fun, flavor, and larger-than-life personalities.
With the gummy market continuing to grow, this collaboration between Hershey and Shaquille O’Neal is sure to make waves among candy lovers, basketball fans, and anyone looking for a fun, delicious treat. Expect these gummies to become a major hit in stores this year.
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