Shaq-A-Licious The Hershey Company - the brainchild of confectionery giant Hershey and sporting legend Shaquille O’Neal - have created interactive confectionery fun - Shaq-A-Licious SLAMS.
The multi-textural gummy candy is available in three gummy-ball flavours - watermelon, strawberry, and orange - and a chewy, sour mango hoop. In other words, he’s created his favourite sport in candy, as a celebration of “big kid energy”.
“When I do something, I want it big! Big flavour, big fun, big everything,” says O’Neal. “People always told me, ‘Don’t play with your food.’ With SLAMS, I’m telling everybody: go ahead and play with your candy.”
“SLAMS is a game-changer for the Shaq-A-Licious brand and showcases our approach to candy innovation,” says Vivek Mehrotra, senior brand manager at Shaq-A-Licious, The Hershey Company. “Stacking crunchy gummy balls inside a sour mango ring creates a multi-textural bite unlike anything else in the gummy aisle. The balls-and-hoop format transforms candy into a hands-on experience – inviting fans to build, play, and personalise every piece."
The future of confectionery: Playful innovation
As playful formats and sensory mashups gain traction, SLAMS signals a wider opportunity for the confectionery industry. Consumers are increasingly gravitating towards products that offer more than flavour alone – they’re seeking texture, interaction and personalisation.
This appetite for experiential candy opens the door for manufacturers to rethink how sweets can engage all the senses, blending fun with innovation.
Shaq‑A‑Licious’s approach also taps into a growing trend – nostalgia reimagined for modern shoppers. By pairing childhood play with bold, contemporary flavours, the brand aligns with a broader movement towards products that spark joy, encourage creativity, and deliver something unexpected in the snack aisle.
