Jolly Rancher Unveils Heat Wave Gummies and Partners with VeeFriends for Exclusive Collector’s Box

Hershey, Pa., January 29, 2026 – Prepare your taste buds for a jolt.

Jolly Rancher, the iconic candy brand, is turning up the heat with a spicy new twist on a classic treat: Jolly Rancher Heat Wave Gummies.

This tantalizing blend of sweet and spicy flavors is set to transform the world of gummy candy, responding to a rising global trend for “swicy” (sweet and spicy) combinations.

But can a beloved fruit-flavored candy truly master the art of the chili-coated gummy?

To ignite the launch of this hot new treat, Jolly Rancher and VeeFriends have teamed up for a limited-edition “Heat Wave” Collector’s Box.

This is a multisensory experience, packed with exclusive comics, collectible surprises, and a first look at the brand’s boldest gummies yet.

For fans and collectors alike, this drop is poised to be a must-have, blending the worlds of confectionery and entertainment.

Vivek Mehrotra, Senior Manager of Jolly Rancher, emphasized the strategic thinking behind the new product: “Today’s consumers desire excitement, and Jolly Rancher Heat Wave delivers exactly that.”

He stated that 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.”

The new lineup features five hot flavors—Mango, Pineapple, Watermelon, Lime, and Citrus Punch—each coated in a chili-inspired finish. The spice level is described as a “warm, tingly vibe” that elevates the fruit flavor without overpowering it.

The partnership with VeeFriends, a global entertainment company dedicated to creating a better world through its character universe, is a key part of this launch.

This collaboration introduces an exclusive, first-look collector’s box featuring the VeeFriends characters Sweet Swan and Hot Shot Hornet.

Andy Krainak, President of VeeFriends, highlighted their live commerce shows as a way to bring “community together around the characters they love,” making it an ideal platform to launch the first wave of Jolly Rancher Heat Wave Gummies.

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.
• Two collectible Super Stickers, with a chance to collect a 1/1 Auto Super Sticker signed by VeeFriends creator, Gary Vaynerchuk.
• A limited-edition comic card signed by artist, DJ Coffman.
• A special bonus: collecting all four unique comics allows you to assemble a full-sized poster from the artwork on the back.

This 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.

Jolly Rancher Heat Wave Gummies will then hit shelves nationwide in 6oz peg bags in late February.

The Hershey Company (NYSE: HSY) is an industry-leading snacks company with annual revenues over $11.2 billion, continues to innovate its iconic brands. This bold move into the sweet-and-spicy gummy market, combined with a savvy entertainment partnership, positions Jolly Rancher to capture new consumers seeking excitement and multisensory experiences.

The question is, will the “swicy” trend prove to be a passing fad, or a permanent fixture in the candy aisle?