Last updated on June 13th, 2024
by Mary Margaret Stewart, staff writer
Candy and chocolate are comfort foods regardless of a pandemic. But particularly during summer 2020, the candy industry has seen a surge in popularity as people seek some remedies to the stay-at-home blues.
“Chocolate and candy have been very resilient in this COVID-19 environment,” said Carly Schildhaus, spokeswoman for National Confectioners Association.
This resilience has come with a mix of new items and old favorites. At Mars Wrigley, officials report seeing bestsellers account for a greater share of sales in treats and snacks.
“Consumers want choice and convenience more than ever in an unsettled, unpredictable world,” said Shaffin Lalani, VP of strategic demand leadership. “They expect trusted favorites for moments of indulgence and staples to refresh and recharge be available on demand through their preferred shopping channels.”
As for new items, Lalani said Mars Wrigley continues to innovate to meet changing consumer desires.
“We remain committed to our core – chocolate, fruity confectionery and gum and mints – and are gaining traction in developing spaces, like ice cream, which is among the top five fastest-growing treating and snacking categories in almost all markets globally,” he said.
“One example of a recent innovation: consumers are excited about our Twix Cookies & Cream Ice Cream Bars now available in the U.S.”
Elsewhere, Newark, New Jersey-based Snickers recently announced the creation of the Snickers Peanut Brownie. It features two individual squares, coated in classic Snickers chocolate, with a layer of caramel and a chewy peanut-brownie filling.
Snickers Peanut Brownie will launch in January, but first the candy brand is offering fans the chance to get their hands on the limited first batch this summer.
They can visit SnickersBrownie.com and follow the countdown to claim a free box of the new bars. Once the countdown clock hits zero, 1,000 boxes will be available, while supplies last. This exclusive first batch will ship to the lucky fans this September.
“Snickers and brownies are two of America’s favorite treats, and we know people love both for the deliciousness and comfort that they bring. So what could be better than putting them together?” said Josh Olken, brand director for Snickers.
And with Halloween fast approaching, COVID-19 has not stopped new flavors from hitting the shelves.
Hershey is introducing: Reese’s Franken Cups with franken-green crème; Hershey’s Kisses Vampire chocolates with strawberry-flavored crème; Hershey’s Cookies ‘N’ Crème Fangs in the shape of vampire fangs; and Kit Kat Witch’s Brew with marshmallows and franken-green crème.
In addition, the brand also is bringing back fan favorites such as: Reese’s Peanut Butter Pumpkins; Kit Kat Pumpkin Pie Miniatures; Glow-In-The-Dark Assortment; and Hershey’s Kisses Monster milk chocolates.
“Consumers appreciate and value chocolate during these uncertain times because of its uncanny ability to boost your mood and lighten your perspective,” Schildhaus said. “And with the Halloween season upon us, we’re confident that people will find creative and safe ways to celebrate…one treat at a time.”
Other treats are returning from a hiatus. Chicago-based 1908 Candy recently announced that it is bringing back Alexander the Grape, a soft and chewy grape-flavored candy.
The company said it has the same taste and quality consumers remember from childhood but with an edge and intense flavor.
“This has been one of my family’s most popular brands and a goal of mine to see future generations enjoy this bold and delicious candy again,” said Lou Pagano, founder of 1908 Candy.
Another popular product – the original candy wafer – announced its return to store shelves this summer. Bryan, Ohio-based Spangler Candy Co. brought back Necco Wafers. Created in 1847, it is one of the oldest candy brands in existence.
The iconic, wax paper rolls filled with assorted flavored discs were a common sight for decades. Due to its enduring popularity, the original recipe for the Necco Wafer has remained essentially unchanged over the years. Spangler purchased the brand out of bankruptcy two years ago and has been working on its return.
“Just when comfort food is experiencing a resurgence, Necco Wafers is back with that very kind of familiar, comfortable feeling we all seem to be craving,” said Kirk Vashaw, CEO of Spangler.
There are eight flavors and colors in the Necco Wafers’ comeback collection: lemon (yellow), lime (green), orange (orange), clove (light purple), cinnamon (white), wintergreen (pink), licorice (dark grey) and chocolate (brown). Seven of the eight Necco flavors were designed to match the originals.
And while some beloved brands are re-emerging, Lalani said Mars Wrigley will “continue to act with purpose.”
“The world we want tomorrow is filled with more smiles,” he said. “We will continue to leverage our global reach, iconic brands and 34,000 Associates to make that possible.
“When the world faces challenges like this global pandemic, we have a responsibility to step up. By the time we learned 72 percent of consumers wanted to know what brands were doing to offer aid at the start of the COVID-19 outbreak, our brilliant associates were already working on how our brands make a difference, which resulted in programs like M&M’S ‘Thank You,’ Send a Snickers and Extra Gum Dedications.”
