In an era where viral trends can make or break products overnight, Walgreens has found its latest offering—a peelable gummy candy—rocketing to fame thanks to the social media powerhouse TikTok. The “Gummy Mango” candy, unique to Walgreens and a product of its own brand Nice, has become a sensation, selling out across the United States and prompting the pharmacy giant to limit purchases to just one bag per customer online.
As TikTok users continue to showcase the fun and novelty of peeling these mango-flavored treats, the candy’s appeal has grown exponentially. “Gummy Mango” features an innovative edible stretchy outer layer, which peels back to reveal a soft, juicy interior—a design that has captured the imagination of candy lovers and social media enthusiasts alike.
A Rapid Rise to Retail Stardom
The introduction of “Gummy Mango” in Walgreens stores last fall was met with unprecedented enthusiasm. “Literally in about four to five days after we launched it, we sold through nearly all of the product,” Marty Esarte, vice president of Walgreens’ owned brands, reported in an interview with CNN. This overwhelming demand has highlighted the potent influence of TikTok in driving consumer interest and sales.
Has anyone tried this candy that is going viral on TikTok?
Apparently it's selling out at @walgreens everywhere.
It's peelable mango candy. Yeah, that sounds weird, but watch.
source: eatwithbecks on TikTok pic.twitter.com/unEhWUAU8S
— Ed Krassenstein (@EdKrassen) April 28, 2024
However, despite the viral success of the gummy candy, it has not significantly impacted the overall retail sales figures for Walgreens. In its most recent earnings report, the company noted a decline of 4.5% in retail sales, attributed to various factors including a challenging retail environment and a weaker respiratory season.
Walgreens Expands Peelable Candy Line with Banana Flavor
Looking to capitalize on the popularity of their peelable candy line, Walgreens is not stopping at mango. Esarte revealed plans to introduce a new flavor—peelable banana gummy. “Banana is a common favorite flavor across the US and the world, and we think it’s another great item to add to the peelable gummy mix,” he added. This expansion reflects Walgreens’ strategic response to consumer trends and preferences, further cementing its position as an innovative leader in retail confections.
The Power of Viral Marketing
The phenomenon of viral marketing on platforms like TikTok cannot be underestimated. Similar to the “Stanley cup” trend, where a rugged tumbler gained popularity after surviving a car fire in a viral video, Walgreens’ “Gummy Mango” has seen a meteoric rise in demand. Such trends not only demonstrate the significant impact of social media on consumer behavior but also underscore the potential for products to achieve rapid, widespread popularity.
As Walgreens continues to navigate the complex landscape of retail sales, the success of its gummy candies serves as a testament to the power of innovation and the critical role of digital marketing in today’s retail environment. With the upcoming launch of the banana flavor, the company is set to continue its streak of creating buzzworthy products that resonate with a diverse audience, eager for new and exciting consumer experiences.
