From gum to gummies: Project 7 taps novel flavor trend for new gummies range

21-Mar-2016 - Last updated on 21-Mar-2016 at 14:00 GMT

Project 7 gummies come in wacky flavors such as birthday cake. Source: Project 7

Project 7 plans to launch its first organic, gourmet gummies at Target in the US from April, according to the company.

The new gummy products from the chewing gum company are non-GMO, gluten and preservative free without added artificial color.

Project 7’s gourmet gummies are available in birthday cake flavor, grapefruit melon, and party mix, including lemonade, the company’s founder and CEO, Tyler Merrick, said. The new gummies are packaged in two ounce re-sealable pouches for $1.99 to $2.49.

Focusing on flavors instead of colors

Merrick said most customers purchase a bag of gummies and only know them by color.

“‘I like the red one, the orange one’, but there really isn’t a true flavor identifier there,” he said. “We feel like this is an opportunity to stand out from the crowd, and give our customers a unique flavor experience in a product they have not had before like we have done with our gum.”

With consumers becoming more and more health-conscious, Project 7 also decided to use ingredients that are natural, organic and easy-to-understand, according to Merrick.

“All of the gummies are colored with natural vegetable extracts including black carrot, annatto, radish, turmeric, sunflower oil, and carnauba wax,” he said. “They also contain one serving of vitamin C per serving.”

Not a generic product

The new gourmet gummies are expected to change the market, Merrick said, and there will be a shift towards healthier options, including vegan, which Project 7 is working on right now.

In terms of the US gummy market in general, Merrick said, most of the products are generic. “There are all sold in clear packaging and private label grocery and convenient store.”

“There are only a handful of gummy bear brands, and it is our goal to be one of those brands by not being a commodity generic product, but a premium confection experience and organic treat,” he said.

ConfectioneryNews previously reported on Ferrara which launched its first USDA-certified organic gummy in December last year. The CEO of Ferrara, Todd Siwak, said organic was becoming mainstream in sugar confectionery, and the organic non-chocolate confection segment would continue to grow.

Merrick added that gummies have proved a strong product for vitamins and supplements. “I don’t see [functional gummy market] slowing down.”