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Today, we're exploring "freakification" in confectioneries, where unusual candy flavors like wasabi chocolate and pickle gummies create buzz. Offering unexpected flavors helps brands stand out, as people love sharing quirky candies on social media. This curiosity boosts sales and brand awareness, with novelty drawing significant attention and engagement. Embracing the quirky can enhance customer engagement and press coverage.
WHY IT WORKS: THE MAGIC OF NOVELTY
There’s no denying that novelty appeals to our sense of adventure. Whether it’s a limited-edition coffee-flavored gumdrop or a spicy chocolate bar, oddball treats break the monotony. People scroll through endless ads every day, but a bizarre candy flavor often makes them pause. That pause is gold for your brand, because it means someone is actively thinking about your product.
What you need to know is that novelty doesn’t have to mean nonsense. A properly developed “freaky” flavor can still be tasty. Or it can deliberately play up shock value for short-term hype—just make sure customers understand what they’re getting. Once word spreads on social media, curiosity drives a wave of potential buyers. With the right marketing approach, even a single wacky candy release can elevate a brand’s reputation for creativity.
HOW PROGRESSO & ARCHIE MCPHEE PUSHED BOUNDARIES
Two brands that nailed weird candy are Progresso, famous for soups, and Archie McPhee, known for novelty items. Progresso raised eyebrows by experimenting with chicken noodle soup candy. At first glance, it feels like a mismatch—who wants savory soup flavors in a sweet bite? Yet curiosity alone got people talking, which translated into social shares and media mentions.
On the other hand, Archie McPhee’s fried chicken gummies followed a similar approach but emphasized the fun factor. Their brand identity revolves around humorous, off-the-wall products. As a result, consumers knew to expect something a bit wild. This strategy worked because it matched their existing brand image, generating buzz without alienating loyal customers. In both cases, the novelty factor fueled consumer intrigue, demonstrating how a bizarre flavor can become a viral talking point.
FINDING THE PERFECT BALANCE BETWEEN WEIRD & MASS APPEAL
Let’s cut to the chase: you can’t just jump into the deep end of freaky flavors and expect guaranteed success. Striking the right balance between novelty and accessibility is key. If your flavor is too bizarre, people might pass it off as a gag, never bothering to taste it. If it’s not unusual enough, you risk blending into the background of countless other candy brands. The solution? Start with small batches or limited runs.
Limited editions create exclusivity. They help you gauge audience reactions without the financial risk of mass production. Meanwhile, they trigger FOMO—people hate missing out on something unique. If a test run goes well, you can scale up or introduce new flavors. On top of that, short-term excitement around a quirky candy often boosts sales of your core lineup. Shoppers come for the novelty but might leave with a best-seller that feels more within their comfort zone.
MAKING IT STICK: FOMO, LIMITED EDITIONS & SUSTAINED INTEREST
Now, limited releases aren’t just a marketing gimmick; they can be a genuine strategy for building brand loyalty. When you announce a drop of a “freaky” candy—say, dill-pickle chocolate bars—people flock to grab it before it’s gone. They may buy it purely for the experience or for the chance to share it on social media. Either way, you’re generating momentum. If the concept resonates, you’ve effectively harnessed FOMO to gain new fans and reinforce your brand’s creative edge.
The bottom line is that “freakification” doesn’t have to be a passing craze. If you nurture it correctly—using limited editions, storytelling, and social proof—it can become a recurring feature of your product strategy. You don’t have to abandon your classic best-sellers, but sprinkling in these odd releases keeps your brand relevant and fresh. As Progresso and Archie McPhee have shown, weirdness can spark genuine interest, turning the occasional bizarre treat into a marketing triumph. If done right, it’s not just weird—it’s brilliant.
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Written by Akhil Suresh Nair, the founder & CEO of Xena Intelligence - the AI tech for eCommerce brands