Back in March, I posted on a new trend in the candy industry that in my view, was quite controversial: Caffeinated Candy: What's Next?


Now, Brandweek reports on a new take on a former idea in the mainstream candy business, in a recent article dubbed Wrigley, Cadbury, Hershey's Sweet on Functional Candy. Functional candy offers consumers a healthier ingredient here or there, enabling marketers to tout "better for you" benefits. So my post could be subtitled: "Sweet on Taste and Health, too!"
In a page borrowed from the natural products industry, candy marketers did just that a few years ago, but basically killed the goose that would have laid the golden egg. As the article points out, they "stretched benefit claims too far," thus breaching credibility (read: trust) with consumers.
Now that so many mass market food companies have carved such a huge market for themselves by offering functional food choices, the candy companies are back on the idea. Hopefully, they've learned from their past mistakes, as well. There's a lesson for all marketers here: over-hyping is never a good idea when the consuming public is as informed, aware and online as never before.
Candy and gum products are beginning to include functional ingredients to whiten teeth, strengthen tooth enamel and freshen breath. So what's new about that? How about some new functional ingredients? How about substantive work on the manufacturing front to improve flavor profiles in some cases? And others that can boast "clinical proof" that they work?
Some of the examples given:
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Trident Xtra Care gum contains Recaldent, a calcium-based enamel-building ingredient.
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Wrigley's Eclipse gum and mints will debut containing magnolia bark extract this summer. This is a natural bacteria killer that eliminates the cause of bad breath, rather than masking it.
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Hershey is debuting a new Ice Cube White gum, which will freshen breath and add sparkle to our smile.
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Bee M.D. throat drops include 40% honey, rather than the industry standard of 1-10% honey.
Bottom line: sales of functional candy increased by 1.8% to $1.5 billion in 2006, reversing a decline of 6.7% in 2005. Obviously, if done correctly, and marketed correctly, there ought to be plenty of room for growth in functional candy categories. If you don't believe it, take a look at recent intros in the yogurt, cereal and bottled water categories.
Questions:
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What is your take on the idea of functional candy?
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Would you purchase candy or gum that has added benefits?
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Do you already buy other functional foods like vitamin water, whole grain cereals with flax, or acidophilus-laced, digestion-improving yogurt?
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Do you think this is just a fad or are functional foods here to stay?
I'd love to hear from you.