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Hershey has announced the launch of Shaq-A-Licious XL Gummies in collaboration with basketball star Shaquille O’Neal. The gummies come in Original and Sour varieties, with flavors inspired by Shaq’s personality and nicknames. They are set to hit shelves at major retailers this month.
The large size of the gummies is a nod to Shaquille O’Neal’s reputation as the “biggest kid in the candy store.” The partnership with Shaq aims to bring more fun and innovation to Hershey’s gummy products, as the gummy market continues to grow rapidly.
During the Consumer Analyst Group of New York gathering in Florida earlier this year, Hershey first introduced the Shaq gummies as a way to connect with young diverse consumers and capitalize on the increasing demand for gummy candies.
With the gummy candy market projected to reach $750 million by 2032, Hershey has invested in expanding its gummies production capacity to meet the growing demand and introduce new flavors, such as the Jolly Rancher Awesome Reds and Jolly Rancher Ropes.
Gummies have become a popular platform for innovation among major confection companies like Hershey, Mars Wrigley, and Ferrara. These companies have leveraged the popularity of their well-known brands to introduce new gummy products that appeal to consumers as a permissible indulgence.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
