Mars’ 5 gum brand is launching its “most dynamic flavor experience yet: 5 gum EVOLUTION. As the first flavor-changing offering from the brand, designed to engage all five senses, each chew unlocks a full-on sensory journey, starting with a tangy sour kick that gradually transforms into juicy, layered berry notes—all in one stick of gum,” Mars said.
The company said after the tangy sourness start, the flavor continues to deepen, growing sweeter and more layered as each chew reveals a new burst of berry variations.
The new 5 gum EVOLUTION is available in 15-stick packages now at retailers nationwide.
Also at Mars, the Twix brand is introducing Twix Bits: the classic Twix candy bar in a “poppable bite,” according to Mars.
Twix is also partnering with professional-basketball-player-turned-rapper LiAngelo Ball on a “Two-Way Contract for Ball and Twix fans.”
“From April 13 to April 27, fans nationwide can enter for a chance to win their own Two-Way Contract and $2,000 in cash to put towards their passion projects and unexpected talents.”
Over at Perfetti Van Melle, the Airheads brand is celebrating its 40th birthday and reflecting on how the candy rose from a new candy experiment in Kentucky to a symbol of 1990s pop culture.
“In 2024, the brand introduced Airheads Sour Bars, a standout addition that has quickly gained traction with consumers, tapping into growing demand for sour candy with a bold balance of sweet and tangy flavor that's becoming a go-to for fans,” Perfetti Van Melle said.
The company also recently announced the new Airheads Xtremes Mega Bites, featuring two flavors in every bite that are rolling out to retailers nationwide this winter.
As a top 10 in-store category for the channel—and one with strong margins—candy continues to enjoy support from retailers and marketers alike, many of whom express optimism that good growth will soon return. Read more about how the candy category still provides attractive margins and basket-building opportunities in the June 2025 issue of NACS Magazine article “Sweets Stay Steady.”