Hot Take: Jolly Rancher Just Made Gummies Spicy

Rhea-AI Summary

Jolly Rancher (NYSE: HSY) launched Jolly Rancher Heat Wave Gummies, a sweet-and-spicy gummy line debuting in late February in 6oz peg bags nationwide and sold via a limited-edition VeeFriends Collector's Box on Feb 11, 2026 for $29.99.

The VeeFriends box includes gummies, hard candy, stickers, collectible comics and a chance at a 1/1 signed sticker.

Key Figures

Annual revenue: $11.2 billion Employees: 20,000+ Countries served: 70 +4 more

7 metrics

Annual revenue $11.2 billion Company-wide annual revenues cited in release

Employees 20,000+ Worldwide employee count mentioned in company description

Countries served 70 Number of countries where products are delivered

Collector’s box price $29.99 Heat Wave Collector’s Box pricing on Feb 11, 2026 Whatnot show

Show time 8:30 p.m. ET Special first-look Whatnot live show on Feb 11, 2026

Flavors count 5 flavors Mango, Pineapple, Watermelon, Lime, Citrus Punch in Heat Wave lineup

Bag size 6 oz Heat Wave Gummies peg bags available nationwide in late February

Market Reality Check

Price: $190.54 Vol: Volume 1,300,419 is below...

normal vol

$190.54 Last Close

Volume Volume 1,300,419 is below the 20-day average of 1,763,842, suggesting no outsized trading interest yet. normal

Technical Shares at $192.00 are trading above the 200-day MA of $178.34 and sit about 4.9% below the 52-week high of $201.86.

Peers on Argus

HSY is modestly positive while key peers show mixed performance: MDLZ (-2.12%), ...

HSY is modestly positive while key peers show mixed performance: MDLZ (-2.12%), KDP (-3.01%), SYY (-0.58%), ABEV (-0.53%), and FMX (+1.46%). This points to a stock-specific reaction rather than a sector-wide move.

Historical Context

5 past events · Latest: Jan 21 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Jan 21	Olympic campaign launch	Positive	-1.4%	Team USA happiness campaign and limited-edition Hershey’s chocolate medals.
Jan 07	Product launch	Positive	+0.4%	Nationwide rollout of Shaq-A-Licious SLAMS hoops-inspired gummy candy.
Jan 07	Earnings call notice	Neutral	+0.4%	Scheduling of Q4 2025 results release and analyst conference call webcast.
Dec 01	Limited bar launch	Positive	-1.6%	Limited-edition Dubai-inspired chocolate bar drop with 10,000 units.
Nov 25	Holiday campaign	Positive	+0.5%	35th anniversary ‘Holiday Bells’ Kisses spot and Rockefeller Center activation.

Pattern Detected

Recent brand and product news often skew positive in tone, but price reactions have been mixed, with both gains and declines following similar marketing and limited-edition launches.

Recent Company History

This announcement extends Hershey’s focus on innovative candy concepts and brand partnerships. Recent releases include a Team USA Olympic campaign with limited-edition chocolate medals on Jan 21, 2026, the Shaq-A-Licious SLAMS gummy launch on Jan 7, 2026, and a Dubai-inspired limited chocolate bar on Dec 4, 2025. HSY’s price responses to these marketing-driven releases have varied, showing both positive and negative moves, so today’s news fits a pattern of ongoing product and branding experimentation.

Market Pulse Summary

This announcement highlights Hershey’s strategy of expanding Jolly Rancher into trendy “sweet plus s...

Analysis

This announcement highlights Hershey’s strategy of expanding Jolly Rancher into trendy “sweet plus spicy” territory and tapping fandom communities via VeeFriends. The Heat Wave Gummies launch, a $29.99 collector’s box debuting on Feb 11, 2026, and nationwide 6 oz peg bags in late February extend the brand’s reach. In context of recent product and campaign launches, investors may watch how these innovations contribute to Hershey’s $11.2 billion revenue base and category growth.

AI-generated analysis. Not financial advice.

Partnering with VeeFriends, Jolly Rancher gives spice lovers early access to its boldest candy yet.

HERSHEY, Pa., Jan. 29, 2026 /PRNewswire/ -- Jolly Rancher brand is turning up the heat with a spicy combo you never knew you needed. Introducing Jolly Rancher Heat Wave Gummies, a tantalizing blend of sweet and spicy flavors set to transform the world of gummy candy.

To launch this hot new treat, Jolly Rancher and VeeFriends have teamed up for a limited-edition "Heat Wave" Collector's Box, igniting the excitement with exclusive comics, collectible surprises, and a first look at the brand's boldest gummies yet, making this drop a must-have for fans and collectors alike.

As interest in multisensory experiences is on the rise, Jolly Rancher is leading the pack as one of the first national gummy brands to add a spicy twist on a sweet treat. Inspired by the rising global trend of spicy and sweet flavor combinations in candy and snacking, these gummies shake up traditional snacking with chili-coated fruit flavors and bold heat.

"Today's consumers desire excitement, and Jolly Rancher Heat Wave delivers exactly that," said Vivek Mehrotra, Senior Manager of Jolly Rancher. "By blending our iconic fruit flavors with a hint of heat, we're reimagining the Jolly Rancher experience in a way that's both unexpected and unmistakably bold."

Leveling Up the Heat with VeeFriends:
Jolly Rancher is set to expand its reach beyond the candy aisle with VeeFriends, a global entertainment company dedicated to creating a better world through its character universe. This partnership introduces an exclusive, first-look collector's box featuring the VeeFriends characters Sweet Swan and Hot Shot Hornet.

Each custom-designed box is packed with one bag of Jolly Rancher Heat Wave Gummies, one bag of classic Jolly Rancher Hard Candy, one bag of classic Jolly Rancher Gummies, and two collectible Super Stickers with the chance to collect a 1/1 Auto Super Sticker signed by VeeFriends creator, Gary Vaynerchuk. Fans will also receive a limited-edition comic card signed by artist, DJ Coffman. As a special bonus, collecting all four unique comics allows you to assemble a full-sized poster from the artwork on the back. The collector's box will be available for $29.99 during a special, first look Whatnot show on February 11, 2026 at 8:30 p.m. ET.

"Our live commerce shows are all about bringing the community together around the characters they love," said Andy Krainak, President of VeeFriends. "We're excited to use this platform to launch the first wave of Jolly Rancher Heat Wave Gummies. Between the custom packaging and featuring Sweet Swan and Hot Shot Hornet, we've built a unique experience for both our fans and Jolly Rancher lovers." 

Meet the Characters:

• Sweet Swan: She glides through life with grace and serenity, spreading kindness and positivity wherever she goes. She's the friend who brightens your day with a thoughtful gesture or a sweet surprise.
• Hot Shot Hornet: He is full of buzz and believes he can do anything. He zips through life, ready to take on any problem.

"Partnering with VeeFriends gives us an exciting opportunity to bring the bold personality of Jolly Rancher into a completely new category," said Mehrotra. "By featuring Sweet Swan and Hot Shot Hornet in the first‑look collector's box, we're extending the Heat Wave experience beyond the candy aisle and tapping into a community that thrives on creativity, character and culture."

FAQ

What are Jolly Rancher Heat Wave Gummies?
Jolly Rancher Heat wave gummies are the newest addition to the Jolly Rancher line up. They're a combo of sweet and spicy flavors.

What do Jolly Rancher Heat Wave Gummies taste like?
Jolly Rancher Heat Wave Gummies are the iconic fruit flavors you know and love with just the right hint of spice, creating a "swicy" experience that's both sweet and slightly spicy.

Will I be able to handle the heat?
The spice level for Jolly Rancher Heatwave hits just right: a warm, tingly vibe that elevates the fruit flavor without overpowering it.

Are there new flavors to look out for?
The Jolly Rancher Heat Wave lineup brings five hot flavors — Mango, Pineapple, Watermelon, Lime, and Citrus Punch — each coated in a chili inspired finish that delivers a bold, mouthwatering twist.

When are Jolly Rancher Heat Wave Gummies available?
Jolly Rancher Heat Wave Gummies hit shelves late February, available in 6oz peg bags nationwide. Pricing is at the sole discretion of the retailer.

About The Hershey Company
The Hershey Company (NYSE: HSY) is an industry-leading snacks company with a purpose to make more moments of goodness through its iconic brands. With more than 20,000 remarkable employees worldwide, Hershey delivers delicious, high-quality products across approximately 70 countries, generating over $11.2 billion in annual revenues. The company's portfolio includes beloved chocolate and confectionery brands such as Hershey's, Reese's, Kisses, Kit Kat®, Jolly Rancher, Ice Breakers, Shaq-a-licious alongside popular salty snacks including SkinnyPop and Dot's Homestyle Pretzels.

For more than 130 years, Hershey has been committed to operating responsibly and supporting its people and communities. The candy and snack maker's founder, Milton Hershey, created Milton Hershey School in 1909, and since then, the company has focused on helping children succeed through access to education.

To learn more visit www.thehersheycompany.com.

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About VeeFriends

VeeFriends is a global entertainment company dedicated to creating a better world through its character universe. The brand combines storytelling and collectibles to foster connections between its characters and fans. Each VeeFriends character reflects the passions, memories, and aspirations of its community, creating an individual bond that represents the true magic of VeeFriends.

For more information, visit https://veefriends.com/ and follow VeeFriends on YouTube, Instagram, LinkedIn, and X.

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SOURCE The Hershey Company

FAQ

What are Jolly Rancher Heat Wave Gummies and when will HSY release them?

They are spicy-coated fruit gummies combining sweet and heat, launching late February 2026. According to the company, the gummies arrive in 6oz peg bags nationwide, expanding Jolly Rancher into spicy-sweet gummy snacks and broadening the brand's product variety.

What is included in the VeeFriends Jolly Rancher Collector's Box on Feb 11, 2026?

The Collector's Box includes Heat Wave Gummies, classic hard candy, classic gummies, two Super Stickers and a signed comic card. According to the company, the box also offers a chance to get a 1/1 signed Auto Super Sticker by Gary Vaynerchuk.

How much does the limited-edition Heat Wave Collector's Box cost (HSY collaboration)?

The VeeFriends Collector's Box is priced at $29.99 for the special first-look Whatnot show on Feb 11, 2026. According to the company, that price covers candies, collectible stickers and a limited-edition comic card.

What flavors are in the Jolly Rancher Heat Wave Gummies lineup (HSY)?

The lineup features five chili-coated flavors: Mango, Pineapple, Watermelon, Lime, and Citrus Punch. According to the company, each flavor pairs iconic Jolly Rancher fruit tastes with a chili-inspired finish for a sweet-and-spicy experience.

How spicy are Jolly Rancher Heat Wave Gummies and will they overpower flavor?

The gummies provide a warm, tingly spice that complements rather than overpowers the fruit flavors. According to the company, the spice level is designed to elevate taste while keeping the iconic Jolly Rancher fruit profile prominent.

Where and how can consumers buy Jolly Rancher Heat Wave Gummies and the VeeFriends box?

Heat Wave Gummies will be available nationwide in retail as 6oz peg bags and the Collector's Box sells during a Whatnot show on Feb 11, 2026. According to the company, retailer pricing for peg bags is at each retailer's discretion.