Jolly Rancher Taps into ‘Swicy’ Trend with Heat Wave Gummies and VeeFriends Partnership

Jolly Rancher, part of The Hershey Company portfolio, has announced its entry into the spicy confectionery segment with the launch of Jolly Rancher Heat Wave Gummies. To drive immediate brand heat and exclusivity, the launch is being executed through a strategic partnership with VeeFriends, the global entertainment company founded by Gary Vaynerchuk.

The new product features a "tantalising blend of sweet and spicy flavours," positioning Jolly Rancher as one of the first national gummy brands to reformulate its core fruit profile with a chilli coating. This move directly addresses the rising global consumer demand for multisensory snacking experiences and the "swicy" (sweet + spicy) flavour trend that has permeated the broader food and beverage industry.

Live Commerce and Drop Culture

Breaking from traditional retail rollouts, Jolly Rancher is leveraging the "drop model" often seen in fashion and streetwear. The product will debut via a limited-edition "Heat Wave" Collector's Box, available exclusively during a live commerce event on Whatnot.

Scheduled for February 11, 2026, at 8:30 p.m. ET, this digital-first approach targets collectors and younger demographics who prioritise exclusivity and interactive purchasing experiences.

"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 flavours with a hint of heat, we're reimagining the Jolly Rancher experience in a way that's both unexpected and unmistakably bold."

The VeeFriends Collaboration

The partnership utilises VeeFriends' character IP to bridge the gap between confectionery and pop culture. The collector's box features two specific characters—Sweet Swan and Hot Shot Hornet—personifying the dual flavour profile of the gummies.

Collector's Box Contents (RRP $29.99):

1x Bag of Jolly Rancher Heat Wave Gummies
1x Bag of classic Jolly Rancher Hard Candy
1x Bag of classic Jolly Rancher Gummies
2x Collectable Super Stickers (Chance for a 1/1 Auto Super Sticker signed by Gary Vaynerchuk)
1x Limited-edition comic card signed by artist DJ Coffman

Andy Krainak, President of VeeFriends, commented on the synergy between the brands:

"Our live commerce shows are all about bringing the community together around the characters they love. We're excited to use this platform to launch the first wave of Jolly Rancher Heat Wave Gummies."

Market Context: Innovation in the Gummy Category

The gummy category has seen sustained growth over the last five years, driven largely by texture innovation and novel flavour combinations. By introducing a spicy variant, Jolly Rancher is looking to capture the "adventurous snacker" demographic.

Mehrotra added that the partnership offers an opportunity to "extend the Heat Wave experience beyond the candy aisle and tap into a community that thrives on creativity, character, and culture."