Confectionery evolution is not slowing, as new product development (NPD) continues to surprise consumers with new flavour and sensory innovation.
It’s clear sour profiles are dominant, with brands introducing tangy twists and ‘swicy’ (sweet and spicy) combinations to appeal to younger and trend-driven consumers. Such innovation also indulges growing consumer demand for experiences that challenge traditional taste boundaries.
Christmas is also front and centre this week, with more seasonal NPD that taps into nostalgia, including classic flavours like gingerbread and traditional formats reimagined for festive occasions.
Meanwhile, digital-first launches and gamified brand activations are becoming more common as brands target Gen Z consumers. Collaborations with gaming platforms and social media-exclusive rollouts are helping confectionery brands build deeper engagement and cultural relevance beyond the shelf.
Skittles hot new gummies
Mars Wrigley has expanded its Skittles Gummies portfolio with the launch of Skittles Gummies Fuego, a sweet-and-spicy innovation targeting younger consumers and trend-driven snacking.
The 5.8 oz packs feature five core Skittles flavours, including mango, watermelon, strawberry, raspberry and lemon. Each flavour is coated in a tangy chili layer to deliver a “swicy” (sweet and spicy) flavour profile.
Positioned as a bold remix of the original Skittles Gummies, the Fuego variant joins recent brand innovations including Skittles POP’d and Skittles Littles.
“With Skittles Gummies Fuego, we’re adding some spice to a sweet, original fan favourite,” said Ro Cheng, VP of marketing at Mars Wrigley North America.
The launch reflects Mars’ strategy to tap into emerging flavour trends and drive engagement through digital-first channels. The activation also reinforces Skittles’ positioning as a playful, flavour-forward brand with strong appeal among Gen Z consumers.
Trolli and Mountain Dew dual-format
Ferrara’s Trolli has teamed up with PepsiCo’s Mountain Dew to launch a limited-edition cross-category collaboration targeting Gen Z consumers. The partnership introduces Trolli x Mountain Dew Sour Brite Crawlers and Mountain Dew Zero Sugar x Trolli Cherry Lemon, combining sour gummy sweets and citrus-flavoured beverages in a coordinated flavour experience.
The gummies feature three flavour combinations: Original Citrus, Citrus x Cherry, and Citrus x Blue Raspberry. Each features Mountain Dew’s signature tang, but in Trolli’s chewy sour format.
Mars Wrigley’s festive NPD
Mars Wrigley is expanding its seasonal portfolio with a range of new Christmas SKUs designed to tap into nostalgia, gifting and premiumisation.
Leading the line-up is Gingerbread Maltesers Reindeer which will be available in single (29g), mini (59g) and as part of the Maltesers Christmas Mix (240g). The launch responds to growing consumer demand for nostalgic flavours, with gingerbread continuing to trend across seasonal categories.
Also new is the M&M’s Crispy Santa Five Pack, following last year’s single format, which according to Mars, drove a 55% uplift in the total single format category. The multipack format is positioned for stocking fillers and informal gifting occasions.
Mars Wrigley is also launching into the premium advent calendar space with its Maltesers Assorted Truffles Advent Calendar (216g), offering a “more indulgent countdown experience”.
In addition, the brand’s core selection boxes, including Twix & Friends, Skittles & Friends and the Galaxy Christmas Collection, return with refreshed festive packaging.
Hi-Chew plays with Fortnite
Morinaga America’s Hi-Chew has returned to Fortnite for a third year, launching a limited-time branded experience via Epic Games’ Creative Islands.
Developed in partnership with Super League, the activation includes three new mini-games, Hi-Chew Climbers, Chewlet Grabbers and Block Drop. Each is available from September 14. Players can earn exclusive in-game items by completing challenges and collecting Hi-Chew Coins within the candy-themed Chewbie-Dome hub.
Hi-Chew also hosted a creator competition, inviting top Fortnite map designers to build custom Hi-Chew experiences. Three winning maps, judged by influencers Birdo, Dagwummy and ChitaZ, will remain playable indefinitely.
The initiative reflects Hi-Chew’s broader strategy to deepen engagement with Gen Z and gaming communities through immersive, playable media. “We’re proud to keep building connections with fans through different and meaningful ways,” said Teruhiro Kawabe, president and CEO of Morinaga America.
Flyers enters sour segment
Stockley’s Flyers is expanding beyond its liquorice roots with the launch of its first sour sweet stick, marking a strategic move to broaden appeal and tap into the growing demand for sour confectionery.
The new Sour Apple stick features a chewy exterior that has been paired with a tangy raspberry sherbet centre, maintaining the brand’s signature “magic in the middle” format.
Flyers, which holds a 15% share of the UK liquorice market, has seen three consecutive years of double-digit growth. The new SKU is designed to attract younger consumers and those who typically avoid liquorice, while retaining the brand’s nostalgic appeal.
“With ‘Sours’ remaining the hottest trend within sugar confectionery, we saw the perfect opportunity to extend Flyers’ reach,” said brand spokesperson Andy Valentine.
Loacker targets travel
Loacker will debut its new 466.5g Misto Bontà variety pack at the TFWA World Exhibition in Cannes.
Designed for travel retail, the premium assortment includes 11 individually wrapped wafers across the brand’s Classic, Gardena and Wafer Thins ranges, with flavours such as Napolitaner, Double Choc, Vanilla and Peanut Butter. The packaging features a bold red design with a built-in carry handle, aimed at gifting and self-consumption across multiple occasions.
The launch supports Loacker’s strategy to drive trial and brand visibility in high-traffic retail environments. “This format encourages consumer trial across Loacker’s core ranges, helping to build brand awareness and support category growth,” said Juan Miguel Cabrera, head of travel retail and duty free.
