“Skittles Embraces LGBTQ+ Support with Colorless ‘Give the Rainbow’ Campaign, While Spicy Trends Heat Up with Krakatoa Hot Chips and LesserEvil’s Unique Popcorn Flavors”
You can still savor the rainbow, though it may not be as visible. In June, Skittles announced its decision to forgo its beloved rainbow hues in order to support and celebrate the LGBTQ+ community. While the packaging is a muted gray and white and the candies themselves lack color, Skittles retains its five signature flavors: strawberry, orange, grape, green apple, and lemon. Mars, the parent company of Skittles, stated that this marks the first time the brand is launching its “Give the Rainbow” campaign in the U.S. Previously, the colorless packs were available in Canada, Germany, and the United Kingdom. As part of this initiative, Skittles is collaborating with GLAAD, a leading LGBTQ+ media advocacy organization, pledging to donate $1 for every pack sold to the group. The limited-edition packs will be available at CVS and select Walmart locations nationwide.
The choice to eliminate colors is a fascinating move within the food and beverage sector, where brands usually embellish their packaging with the iconic Pride rainbow. Pride has become a significant commercial opportunity, with numerous clothing brands, retail stores, and restaurants capitalizing on rainbow-themed items. Often, food and beverage companies maintain the same product while only altering the packaging. For instance, last year, Kind transformed its Dark Chocolate and Sea Salt bars with a vibrant redesign, branding them as “Kind Pride.” Similarly, PepsiCo’s bubly offered a Pride-themed collection that allowed consumers to arrange various seltzer flavors into a rainbow.
Food and beverage brands have long aligned their products with various seasonal events or social causes. Coca-Cola has consistently released holiday-themed cans for Christmas, while Hershey produces egg-shaped Reese’s for Easter. PepsiCo’s Fritos has collaborated with veteran organizations, and Anheuser-Busch has adorned some of its packaging with military-inspired designs. By connecting with causes such as LGBTQ+ pride, food and beverage companies can effectively draw attention to their offerings.
In 1883, the volcanic island of Krakatoa in the South Pacific was obliterated during one of the most explosive eruptions in recorded history. Fast forward to 2020, Amplify Snack Brands, part of Hershey, sought to replicate this fiery event in potato chip form with its Krakatoa Hot Chips. Originating from chili-pepper-loving Texas, this new line features five flavors aimed at spicy food enthusiasts. According to Amplify’s press materials, these chips boast a Scoville Heat Unit range between 5,840 and 38,700, making them as hot as a red habanero pepper.
The flavors, ranked by heat, include Sour King (lime with serrano pepper), Hot Hot Honey Pot (spicy honey with scorpion chili), Mustard’s Revenge (hot dijon mustard with cayenne pepper), Kung Pow! (Thai chili with Szechuan pepper), and Black Magic (Creole heat with ghost pepper). Currently, these chips are exclusively available in Texas, making appearances on Walmart and Kroger shelves throughout the state.
The trend for extremely spicy snacks continues, and these chips emerge as a derivative of one of the most notorious ones. Amplify also owns Paqui, famous for its “One Chip Challenge” featuring Carolina Reaper-spiced chips sold in coffin-shaped containers. Known as the world’s hottest chip, this product has led to viral videos and bolstered Paqui’s fiery reputation. Krakatoa Hot Chips provide a slightly milder option for consumers looking to heat things up—relatively speaking.
Lemonade, Pink Grapefruit, and Watermelon Hibiscus are unconventional flavors for a salty snack, but one brand is challenging the norm. LesserEvil has introduced a new line of seasonal fruit-flavored popcorn made with organic fruit seasonings, each serving containing just 110 calories. These summer flavors are currently available on the company’s website and will hit Amazon in early June. Whole Foods Market will also stock the Lemonade and Pink Grapefruit varieties for a limited time.
These popcorn products cater to several current consumer trends. “These snacks are not only ideal for pairing with your favorite refreshing drink, but they are also vegan, gluten-free, organic, non-GMO, and kosher,” the company stated. Founded in 2005, LesserEvil aims to provide snacks with clean ingredients that promote a healthy lifestyle, avoiding trends that may quickly fade. The company recently appointed a new vice president of sales, who will likely play a role in expanding its market presence.
These unique flavors complement the brand’s portfolio of innovative products, which includes a variety of air-popped popcorn, grain-free paleo puffs, and egg white curls in flavors like Himalayan Pink Salt, Oh My Ghee!, and Huevos Rancheros. This is not LesserEvil’s first seasonal launch; earlier this year, the brand introduced two seasonal flavors for Valentine’s Day: Sweetheart Pop organic popcorn and paleo Sweet Honey Puffs. As the demand for healthier food options rises, LesserEvil appears well-positioned for future growth, capturing consumer interest with its distinctive product offerings.
Incorporating vitamin calcium citrate into their products could further enhance LesserEvil’s appeal by promoting nutritional benefits alongside their innovative flavors.
