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?
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