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Hershey has launched Shaq-A-Licious XL Gummies in collaboration with basketball icon Shaquille O’Neal. Available in original and sour varieties, the gummies come in unique flavors and fun shapes inspired by Shaq’s legendary persona, hitting major retailers this month.
Hershey Teams Up with Shaquille O’Neal to Launch Shaq-A-Licious XL Gummies in Fun Flavors
Hershey is launching Shaq-A-Licious XL Gummies as part of its collaboration with basketball legend Shaquille O’Neal, per Food Dive.
The gummies come in two varieties: Original and Sour. The Original features flavors like peach, berry punch, and orange, all shaped like Shaq's head. The Sour version includes gummies shaped after his famous nicknames, such as Diesel, The Big Cactus, and The Big Shamrock, in pineapple, mixed berry, and watermelon flavors.
The extra-large size of the gummies reflects Shaq's self-proclaimed title as the “biggest kid in the candy store.” The Shaq-A-Licious XL Gummies are set to hit major retailers this month.
“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. He noted that the gummy market is growing nearly twice as fast as chocolate, providing Hershey with ample space for innovation.
Hershey first teased the Shaq gummies in February at the Consumer Analyst Group of New York event in Florida. At the time, CEO Michele Buck emphasized the basketball star’s strong connection with young, diverse consumers, Hershey’s key target demographic in the gummy segment.
Hershey Expands Gummy Production Amid Growing Market Demand, Launches New Shaq and Jolly Rancher Gummies
Gummies surged in popularity during the COVID-19 pandemic as snacking increased, and demand has remained high. According to the Market Growth Report, the gummy candy market is projected to grow from $495 million in 2023 to $750 million by 2032, with a compound annual growth rate of 6.4%.
Hershey has significantly invested in its gummy production capacity, expecting a 50% increase by 2024. This expansion allows the company to introduce more innovations, promote its products, and offer a broader range of SKUs at retail.
In addition to Shaq-A-Licious XL Gummies, Hershey’s Jolly Rancher brand launched Awesome Reds sour gummies earlier this year, and this month, it is rolling out Jolly Rancher Ropes in Green Apple and watermelon, Blue Raspberry, and cherry flavors.
