Hershey is pushing deeper into flavour-led experimentation and experiential launches with the rollout of spicy-sweet Jolly Rancher gummies, as confectionery makers look to reignite growth through novelty, premium cues and cross-category inspiration. The US snacks group said Jolly Rancher Heat Wave Gummies will hit shelves nationwide in late February, marking one of the first national gummy launches in the US to combine fruit flavours with chilli heat – a flavour profile often referred to as 'swicy'. The Heat Wave range features mango, pineapple, watermelon, lime and citrus punch flavours coated with chilli seasoning, a format that mirrors successful spicy fruit snacks seen in Latin America and Asia. The launch underscores continued demand for heat-modulating flavour systems, chilli-based coatings and limited-edition packaging formats designed for social and digital-first launches. The Jolly Rancher Heat Wave Gummies will be sold in 6oz peg bags, with pricing set by retailers.