Expo West 2023

Katjes USA honours women with new plant-based gummy candy

08-Mar-2023 - Last updated on 08-Mar-2023 at 13:10 GMT

Katjes USA_Sheroes gummy candy. Pic: Katjes USA

Katjes USA is launching ‘Sheroes’ a new plant-based gummy candy at Expo West this week, which will also honour women across the country who ‘are heroes in their own right’.

Perfectly timed for International Women’s Day (8 March) the new gummy candy is inspired by women who dream big and pave their own way. Each Sheroes package contains gummies in a variety of bright colours, shaped like women firefighters, scientists, astronauts and statements of encouragement like GRL PWR!

“The product celebrates trailblazing women everywhere,” says Eliza Jahn, Head of Marketing at Katjes USA. “It’s a sweet nod to the Sheroes we all know and admire: from our family members and colleagues, to women in the public eye, and even ourselves! We hope to inspire and empower women in our own playful way. After all, if she can dream it, she can do it!"

International Women's Day

Ktyes USA said the packaging for Sheroes references the first woman in space as a timeless symbol of empowerment and reaching for the stars. The eye-catching pink bag also features some purple details, a colour that symbolizes International Women's Day, which celebrates the future of gender equality every year on 8 March.

Katjes’ is one of Europe’s most popular plant-based gummy brands, and are made without animal gelatin. At Expo West, Sheroes gummies introduce a brand-new flavour profile: Peach, Lemon, Orange, Strawberry, and Raspberry with white and pink Cherry foam. They are the first Katjes gummies with layered foam in the US market.

“We’re excited to add such a popular texture-mix to our portfolio,” says Sebastiano Magnano, Sales Director at Katjes USA. “Soft foam meets chewy plant-based gummies – it’s easy to fall in love with this treat. Sheroes has the potential to become our new bestseller.” The gummies, like all Katjes gummies in the US, are made with plant and algae derived colors and contain no high-fructose corn syrup or palm oil.

The plant-based food market was valued at $14.3 billion and is expected to reach $88 billion by 2029, according to a recent Data Bridge Market Research report.