Business
Hershey Bets on Spice and Collectibles: Jolly Rancher Heat Wave Gummies Target New Audiences
The Hershey Company is expanding its Jolly Rancher brand with a dual-pronged strategy: launching spicy 'Heat Wave' gummies and a limited-edition collectible box in partnership with VeeFriends. This move aims to capture the attention of younger consumers and digital-native collectors, signaling a shift in the confectionery giant's growth playbook beyond traditional chocolate.