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What is your idea for a new Fruity & Chewy Candy?
food science product development food product innovation candy sweets dessert
top 50%
48 months ago
Small pic screen shot 2018 05 17 at 10.18.09 am

Airheads & Airheads Xtremes brings fun and flavor to chewy, fruity (and sometimes sour!) candy. The brands have both bar and bite size pieces – including Airheads, Airheads Bites, Airheads Soft Filled Bites, Airheads Xtremes belts, Airheads Xtremes Bites and Airheads Xtremes Sourfuls. Having a wide variety of Airheads and Airheads Xtremes product offerings is a key part of our business.

That’s why we’re asking for your help creating the next great Airheads or Airheads Xtremes product!

We’re looking for a new product that is sweet and/or sour. And it must be chewy and full of fruit flavor. The best part of chewy, fruity candy is that it is fun to eat, delicious, and looks great, too. Submit a great idea for the next chewy fruity candy from Airheads or Airheads Xtremes, and you may just spearhead the future of candy.


Submit your idea for a great new candy for either Airheads or Airheads Xtremes. The product should be sweet and/or sour, chewy, fruity, fun to eat, delicious, and visually appealing (you have to want to eat it!). NOTE: We are looking for FORM, not just flavor.

  1. Provide a picture of your product idea. This can be anything from a hand sketch with labeled parts, to a picture of a Play-Doh mock-up, to something more professional. Quality of rendering is not a judgment criterion, but help us imagine how it looks so we can believe it will taste good.
  2. Describe how your new products LOOKS in detail. Basically, describe the picture you provided in Step 1. We want to know about the texture, colors, coatings, fillings, and anything else that goes into the experience. 
  3. What does your product TASTE like? Please provide details about flavor, sensations and the overall eating experience. Especially provide detail if there are various parts or layers to your product.
  4. What would you name this new candy? Would it fall under the Airheads or Airheads Xtremes portfolio and what makes it a great fit there?

HELPFUL HINTS: Top solutions will be attractive to consumers aged 13-34. Please avoid novelty/seasonal items that don’t have staying power or year round appeal. Please no non-edible components (pens, cookie cutters, squeeze bottles, etc.) – these should not be part of the consumption experience. Also, please focus on flavor and image –don't focus on specific ingredients or make up (examples, it being organic ingredients or having a simple ingredient list). Only fruit and sour flavored candies (please, no hard candies or indulgent flavors such as chocolate or caramel – these should not be the main component of the idea).

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
Reward Tiers
Top 10%
will share $1,000
Next 15%
will share $400
Next 25%
will share $200
Actual individual rewards will be based on the total number of eligible solutions.
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