HERSHEY, Pa. — The “Big Diesel” is bringing big flavor to the candy aisle once again. On Wednesday, January 7, 2026, The Hershey Company (NYSE: HSY) and Shaquille O’Neal announced the nationwide launch of Shaq-a-Licious SLAMS, a new interactive gummy candy designed to bring “big kid energy” to consumers.
This latest release builds on the massive success of the Shaq-a-Licious XL Gummies line, which was Hershey’s #1 sweets launch in 2024. With SLAMS, the brand is introducing a multi-textural format that encourages fans to “play with their food” by stacking and dunking the pieces.
A “Backboard-Breaking” Build
Unlike traditional gummies, Shaq-a-Licious SLAMS are designed as a “balls-and-hoop” concept. Each pack contains two distinct components:
- The “Balls”: Crunchy gummy spheres in three fruit flavors: Watermelon, Strawberry, and Orange.
- The “Hoop”: A chewy, sour Mango ring that serves as the target for the gummy balls.
The idea is for consumers to stack the crunchy balls inside the sour ring to create a custom flavor bite. “With Shaq-A-Licious SLAMS, you are not just grabbing a gummy and tossing it in your mouth,” said Shaquille O’Neal in the press release. “You’re stacking the balls, aiming for the mango ring, shooting your shot, then going in for that big sweet-and-sour chew. People always told me, ‘Don’t play with your food.’ With SLAMS, I’m telling everybody: go ahead and play with your candy.”
Innovation at Hershey
For Hershey, this product represents a strategic move into “interactive” snacking. Vivek Mehrotra, Senior Brand Manager for Shaq-a-Licious, noted that the unique format is a “game-changer” for the gummy aisle.
Mehrotra stated:
“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 personalize every piece.”
More from the Shaq-Verse
Update: January 2026 Shaq isn’t just shaking up the candy aisle this year; he’s also bringing “Big Energy” to the drive-thru. While his new gummies hit store shelves, his fast-casual chain, Big Chicken, has announced a massive new campaign centered around bold, limited-time dipping sauces. To see how O’Neal is catering to the “sauce-obsessed” generation with his new “Atomic Ranch” drop, read our full report on Big Chicken’s “Big Dip Energy” Campaign.
Other News
While blockbuster celebrity partnerships like Shaq-A-Licious are designed to aggressively disrupt the candy aisle and capture new consumer demographics, Hershey is simultaneously reinforcing its direct-to-consumer loyalty through immersive, physical brand experiences. Beyond the traditional retail shelf, the company is leveraging its flagship properties to drive seasonal foot traffic, recently announcing the Hershey’s Chocolate World 2026 Spring Savings Bundle. By offering families discounted access to interactive attractions alongside seasonal “Reester Bunny” treats, Hershey is proving that a dual-pronged strategy—high-energy product innovation in-store combined with value-driven experiential tourism—is the key to dominating the modern confectionery landscape.
Expanding the Lineup
Shaq-a-Licious SLAMS joins an expanding portfolio of O’Neal-inspired treats. The original lineup includes face-shaped gummies and “Sour” shapes based on his nicknames (The Big Cactus, The Big Shamrock), as well as sneaker-shaped gummies released in 2025. The new SLAMS product is rolling out to retailers nationwide this month and is also available via the Hershey website. Contact Us!
