Hershey may be best known for its chocolate, but the company has grown far beyond its signature bars. It has expanded its portfolio, and this latest collaboration with a major celebrity shows its determination to dominate the market, despite recent headwinds.  

The company is once again partnering with basketball legend Shaquille O’Neal to launch the Shaq-A-Licious XL Gummies in sneaker shapes, a new addition to the popular candy line introduced in 2024. 

Inspired by O’Neal’s SHAQ Footwear brand, the gummies are modeled after his best-selling sneakers and come in three colorful flavors: mango (orange), lime (green), and strawberry (red).

O’Neal has been deeply involved in the project since its inception and hinted at more candy launches to come. 

“I’ve been part of this from the start, from the flavors to the shapes, and I’m proud of how far we’ve come. This is just the beginning,” said O’Neal in a press release.

Hershey launches Shaq-A-Licious XL Gummies in sneaker shapes with Shaquille O’Neal.

Image source: Santiago Felipe/Getty Images

Shaq-A-Licious XL Gummies lineup

• Shaq-A-Licious XL Gummies in sneaker shapes: Molded after Shaquille O’Neal’s sneakers, featuring mango (orange), lime (green), and strawberry (red) flavors.
• Shaq-A-Licious XL Gummies Original: Shaped like Shaquille O’Neal’s face, featuring peach, berry punch, and orange flavors.
• Shaq-A-Licious XL Gummies Sour: Inspired by Shaquille O’Neal’s legendary nicknames, Diesel, The Big Cactus, and The Big Shamrock, featuring pineapple, mixed berry, and watermelon flavors.
• Shaq-A-Licious XL Gummies Shaq-or-Treat: Individually wrapped gummies, shaped like Shaquille O’Neal’s face, designed for Halloween trick-or-treaters. 

The full Shaq-A-Licious XL Gummies lineup is available nationwide at Walmart, Walgreens, CVS, 7-Eleven, and other major retailers.

Hershey bets on celebrity collaborations to boost growth 

With so many options on the market and new ones emerging daily, competition among food brands is stronger than ever. To stay relevant in an ever-evolving consumer landscape, companies are finding new ways to capture customers’ attention and keep them engaged.

A strategy that has surged across all retail categories is celebrity partnerships. These collaborations have become one of the most effective ways to capture consumer attention, generate buzz, and boost sales.

Related: Hershey creates first-ever seasonal new candy ahead of Halloween

According to a study by Grin, brands that partner with celebrities see an average 4% increase in sales, which can translate to millions of dollars in additional annual revenue, depending on the company’s size and category. 

By pairing Hershey’s  (HSY)  130 years of candy-making experience with O’Neal’s cultural influence and massive fan base, the Shaq-A-Licious partnership has delivered results. The line quickly became Hershey’s top candy launch of 2024, selling over 11 million units.

Hershey devises a successful strategy to navigate the cocoa crisis

The collaboration with Shaquille O’Neal is part of a broader strategy for the company. Hershey has spent the past year battling soaring cocoa prices, inflation, and supply chain disruptions, and now faces the added pressure of new tariffs. 

According to Harvard International Review, cocoa costs have surged due to weather fluctuations in West Africa, which produces around 70% of the world’s supply. These challenges have affected production since last year, leading to shortages and significant price hikes.

To reduce its reliance on cocoa and maintain growth, Hershey has diversified its portfolio and revenue streams by expanding into non-chocolate categories and building strategic partnerships.  

So far, this approach is paying off. In the second quarter of fiscal 2025, Hershey’s total net sales were up 26%, and its North America confectionery sector increased 32%, beating analysts’ expectations.

With innovative launches like the Shaq-A-Licious XL Gummies, Hershey continues to prove it can adapt to shifting market conditions and thrive despite economic volatility.

Related: Hershey rivals find a solution to chocolate’s biggest crisis