HERSHEY, Pa. — The Twizzlers brand, owned by The Hershey Company, is introducing a new Twizzlers Straws flavor inspired by the “dirty soda” beverage trend, combining vanilla, lime, and coconut notes in a candy designed to function as both a snack and an edible straw. The limited-quantity release becomes available starting March 12, with online drops and select in-store availability while supplies last.
The launch builds on a fan habit that has circulated online for years: using Twizzlers as drink straws. By designing a flavor specifically meant to complement soda mixes, the company is leaning into a social media–driven trend that blends flavored syrups, cream, and fruit add-ins into customizable nonalcoholic drinks.
According to Rachel Starr, Sweets Innovation Manager at The Hershey Company, the concept connects candy consumption with drink personalization.
Starr said the product aims to extend the playful ritual of dirty soda culture by letting consumers “sip, snack and customize their drinks all at once,” positioning the candy as both a beverage accessory and a sweet treat.
Where the new Twizzlers Straws will be available
The vanilla, lime, coconut Twizzlers Straws will launch in limited quantities beginning March 12, with a **starting price of $4.49.
Consumers can find the product through several release channels:
- Nationwide online at shop.hersheys.com starting March 12 at 12:00 p.m. EST, while supplies last
- Delivery platform Gopuff, with drops on March 12 and March 22 in select cities, including Boston, New York City, and Philadelphia
- Select Hershey’s Chocolate World retail locations
At Hershey’s Chocolate World in Hershey, Twizzlers Straws will appear alongside specialty dirty soda drinks during three weekends in March = March 14, March 21, and March 28.
A final one-day appearance will follow at Hershey’s Chocolate World in Times Square on March 31.
The dirty soda trend behind the launch
“Dirty soda” refers to nonalcoholic beverages that mix soda with flavored syrups, cream, fruit, or other add-ins, creating customizable drink combinations.
The trend gained traction across social media platforms and regional beverage chains, where consumers experiment with flavor pairings and personalization rituals. Twizzlers Straws are designed to complement that experience by serving as a functional straw that can be eaten afterward.
The product also continues a broader series of culture-driven product experiments from The Hershey Company, which has recently explored internet-inspired concepts such as Dubai-style chocolate flavors and other trend-based confectionery launches.
Why it matters
The Twizzlers launch reflects a broader CPG strategy centered on participatory consumption, where products become part of an experience rather than just a standalone snack.
Across the candy and beverage categories, brands are increasingly designing products that interact with social media behaviors, whether through customization rituals, DIY food hacks, or hybrid formats that blend multiple product categories.
By turning an existing fan behavior into a packaged product, The Hershey Company is testing how digital food trends can translate into retail innovation, particularly among younger consumers who engage heavily with viral food experiments and drink customization culture.
Editor’s note: Source86 perspective
For confectionery manufacturers and private label brands, the Twizzlers launch highlights a growing product development strategy: designing snacks that integrate into broader food experiences rather than standing alone. Edible accessories, drink pairings, and hybrid formats allow brands to tap into viral consumption habits while creating new category intersections between snacks and beverages.
At Source86, we work with food brands and CPG manufacturers to support bulk ingredient sourcing, private label innovation, co-manufacturing partnerships, and supply chain management. As social media trends increasingly shape product development cycles, flexible sourcing and rapid R&D capabilities are becoming critical for brands looking to bring trend-driven concepts to market efficiently. Let’s talk.
FAQs
The limited-edition Twizzlers Straws feature a blend of vanilla, lime, and coconut flavors, designed to complement soda and dirty soda drink mixes.
The product launches March 12, with online sales beginning at 12:00 p.m. EST, and additional releases through delivery platform Gopuff and select Hershey retail locations.
Dirty soda is a nonalcoholic drink trend that combines soda with flavored syrups, cream, fruit, or other mix-ins to create customizable beverages.
External source: Twizzlers Launches New Twizzlers Straws Flavor Inspired by the Dirty Soda Trend
