Ryl Tea, a rapidly growing brand in the ready-to-drink (RTD) beverage sector, has announced a major strategic partnership with The Hershey Company. The collaboration marks the first time the iconic Jolly Rancher candy flavours have been integrated into an iced tea format, representing a significant move for both companies as they seek to capture a larger share of the zero-sugar refreshment market.
The new lineup is designed to bridge the gap between traditional candy flavour profiles and modern health standards, offering a "better-for-you" (BFY) alternative to sugary soft drinks.
Licensing and Modern Refreshment
The partnership allows Ryl Tea to utilise the high brand equity of Jolly Rancher—one of the most recognisable names in the confectionery industry—to differentiate itself in an increasingly crowded RTD tea category. For Hershey, the licensing deal provides a new touchpoint for the Jolly Rancher brand within the functional beverage space, reaching consumers who are moving away from traditional confections toward health-oriented alternatives.
Blodin Ukella, founder and CEO of The Ryl Company, stated that the brand was built to deliver bold flavour with clean-label ingredients. Ukella noted that reimagining these "legendary" flavours is a key component of Ryl Tea's strategy to appeal to modern consumers who prioritise both taste and nutritional transparency.
Technical Formulation and Nutritional Integrity
Achieving the "impossibly fruity" taste of Jolly Rancher candy in a zero-sugar, tea-based format required a rigorous development process. Ryl Tea worked closely with the Hershey team over several months, conducting multiple rounds of testing to ensure the final product replicated the candy’s signature acidity and sweetness profile without the use of added sugars.
Product Specifications and Functional Attributes
Blue Raspberry 🫐🍭 A zero-sugar reimagining of the iconic candy flavour, brewed with real tea.
Green Apple 🍏🍭 Delivering the sharp, tangy profile associated with the Jolly Rancher brand in a refreshing liquid format.
Cherry 🍒🍭 A smooth, fruit-forward tea designed for everyday consumption.
Nutritional Profile: Each can contains 5 calories or less, zero sugar, and is enriched with Vitamin C and antioxidants.
Market Trends and Category Differentiation
The collaboration taps into the "nostalgia-driven" consumption trend, where iconic flavours from childhood are reimagined to fit contemporary adult lifestyles. As the demand for functional beverages continues to rise, Ryl Tea is positioning its portfolio at the intersection of indulgence and health.
Ernie Savo, Senior Director of Global Licensing at The Hershey Company, highlighted that the partnership allows the Jolly Rancher brand to remain fresh and unexpected. By entering the iced tea category, the brand can maintain its "boldly fruity" identity while aligning with the massive consumer shift toward zero-sugar alternatives.
Retail and Consumer Reach
The Ryl Tea x Jolly Rancher range is targeted at a diverse demographic, ranging from Gen Z consumers seeking "viral" flavour innovations to older Millennials looking for nostalgic tastes in a functional format. The products are designed for high-frequency, everyday drinking, making them a viable option for both the grocery and convenience channels.
As Ryl Tea continues to scale its national distribution, industry analysts expect that high-profile licensing deals like the Hershey partnership will be instrumental in securing premium shelf placement and driving high unit velocity in the competitive BFY beverage aisle.
.png)
