Eddie Glenn reported for the Tahlequah Daily Press this week that the candy industry will now be producing products with special nutrients designed to enhance the performance of athletes. Following the trend of so many markets already cornered by the diet craze, candy can now be found filled with everything from caffeine to electrolytes to jumpstart the body.

The new candy will be marketed to professional and non-professional athletes with the hopes of everyday people jumping on the bandwagon. BestSweet Inc. has NASCAR champion Dale Earnhardt Jr. agreed to endorse its new XLR8 Energy Chews according to the Daily Press. Similarly, the Milwaukee Journal Sentinel reports that Schuster’s Blitz Energy Gum will market its product towards drivers on long car rides as well as tired college students trying to pull an all-nighter.

The industry has high hopes for the candy as consumers are already spending about $3 billion a year in similar products (in the form of gels, bars and drinks.). Most new candies are expected to be in stores later this summer.

This posting is courtesy of Katie Schmitt aka “Kandy Katie”

This entry was posted on Thursday, June 30th, 2005 at 1:17 pm and is filed under Candy News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.