andrew schneider investigates

February 13, 2008

Sell more candy: Add caffeine

Filed under: Food - good, bad, weird,Food additives — Andrew Schneider @ 09:32

Katy McLaughlin at The Wall Street Journal took a fascinating and somewhat scary look at what candy makers are doing to increase sales of thir sweet products, which are now being packed with more than just sugar.

Buzz-inducing candy, spiked with caffeine and, often, vitamins, are the low-growth, $29 billion U.S. candy, gum and chocolate industry’s answer to surging competition from energy drinks. And just like those beverages, the caffeine-infused candy often sports a controversial name that critics say evokes illegal drugs, she wrote today.

Last month, Mars Inc. introduced Snickers Charged, a version of the candy bar with a cup-of-coffee’s worth of caffeine, plus B vitamins and amino acids, ingredients typically found in energy drinks. Jelly Belly Candy Co. has come out with Extreme Sport Beans, which are caffeinated and contain electrolytes, compounds beneficial for hydration, while Hershey Co. has launched caffeine-enhanced Ice Breakers Energy mints. Along with Jolt mints and gum, Buzz Bites, Foosh Mints, Crackheads chocolate-covered espresso beans and several others, these products make up a burgeoning “energy candy” category.

My colleague, Rebekah Denn, did a taste test on the Snickers Charged, among other new products. Find out what she thought here.

Advertisements

Leave a Comment »

No comments yet.

RSS feed for comments on this post. TrackBack URI

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Create a free website or blog at WordPress.com.

%d bloggers like this: