Every year the Super Bowl is, without doubt, one of the biggest sporting events not only in America but around the world. The grand finale of the American football season was watched by 112 million people last year and is on an upward trajectory in the UK.
Given that the event is the grandest event in the American football calendar, it kicks off late in the day here in Britain. Fans in the UK are committed, with large numbers staying up through the night to watch live. Of the 13 million American football fans in the UK, 4 million made a night of it last year! The fact that this is more than triple the amount that did the same the year before proves that the sport is growing rapidly here in Britain. So you can be as confident as ever that this year’s event, which takes place on the 12th of February, will be as popular as ever in the UK!
A whopping 43% of NFL fans in the UK are between the ages of 16 and 34 years old, with many fans getting together to take in the annual blockbuster. As with other major sporting events, fans delight in having snacks and treats to enjoy whilst events unfold. Offering a choice selection and providing customers with options will not only help them make it a special occasion but can also provide a welcome boost to your sales. But what pairs perfectly with the Super Bowl?
Just like interest in American football in Britain, recent years have seen a surge in demand for American candy. Known the world over, many of the biggest and most famous sweet brands are from the USA. Seen as glamorous and novel, American sweets hold strong appeal with sweet fans in the UK. Many American brands are well-established, with some of them tracing their roots back to the late 19th century. Not only are these brands cemented in American culture, but they’re also well-known in Britain, too. Having seen or heard about them on countless sitcoms and TV shows over the years, they feel familiar and nostalgic to large numbers of sweet fans – even if they have never actually eaten them! At Hancocks, we are American candy experts and with our help, you can provide a jaw-dropping range that will be perfect to accompany this year’s Super Bowl on the 12th of February.
With their punchy flavour combinations and fans of all ages, Nerds is a brand on the up. Last year they almost doubled their market share, with sales increasing by 105% and making them the fastest-growing American sweets brand! Within our range, you’ll find a range of flavours – such as Watermelon & Cherry, Grape & Strawberry and Rainbow – in impulse-sized and larger theatre boxes. So whether shoppers plan to share their Nerds or keep them to themselves, you can provide them with plenty of choice on your shelves.
Super sour sweets are a popular part of the American confectionery landscape and they’ve been trending here in the UK, too. With supremely sour flavours across their range, Warheads candy is perfect for those with a thrill-seeking sweet tooth. With super sour sweets and tongue-tickling novelty treats for younger shoppers, there’s something for all customers. Having grown 61% year-on-year, they’re an ideal choice for a Super Bowl promotion. Alongside their Extreme Sour Hard Candies and various chewy lines (which grew +47% last year) there are numerous tongue-tickling gel and liquid spray candies. To help the sports fans with their thirst, we’ve even got five flavours of the Warheads Sour Soda.
Only a true confectionery giant could boast chocolate and nougat, fruity chews and gumdrops, mints, caramels and bubblegum that are all loved by sweets fans. A true confectionery giant is exactly how to describe Tootsie Roll Industries! From the birth of the Tootsie Roll in 1896, the company has continued to add irresistible treats to the iconic chocolate taffy.
Today, they offer multiple amazing brands, many of which are our partner brands! With theatre boxes of Tootsie Roll Mini Bites and Junior Mints, share bags of Junior Caramels, Charleston Chews Rollers and Tootsie Fruit Chews, plus Dubble Bubble Gumball Machines, there is something for any taste.
Another American brand with a long and rich history, the American Licorice Company has been producing one of the most recognisable American candies since the 1950s. Red Vines are well known in the UK and the red liquorice is one of those stateside treats that will give Brits that nostalgic feeling. It feels just as American as the Super Bowl itself and will be a valuable addition.
Taking the same liquorice know-how and applying a fizzy kick, Sour Punch candies also prove popular on both sides of the Atlantic and are growing faster than the entire US sour candy market. Born in the ‘90s, their range includes Sour Punch Straws and Bites in a range of tangy flavours. Between these two brands, you can provide beloved American liquorice for all ages taking in the game.
Capturing the imagination of kids and collectors alike, there is simply no substitute for PEZ! The iconic sweets and dispensers are truly unique and have a way of getting under your skin. With thousands of designs over the years, PEZ has a cult following. On a big occasion such as the Super Bowl, fans are likely to feel more impulsive and treat themselves to a PEZ dispenser! Their designs have covered everything over the years from witches and monsters to NFL players and so much more. Within the current crop, you’ll find everything from Pokémon to Harry Potter and Marvel Avengers among many others, so there are plenty to draw eye to your shelves.
Also combining the aspect of play with tasty treats, Gummi Pop Surprise is a line that younger sweet lovers cannot get enough of! With both Gummi Pop Surprise Unicorn Pets and Gummi Pop Surprise Motors available here at Hancocks, it couldn’t be easier to capture the imagination of the kids who venture through your store. Providing the ultimate toy and candy experience, Gummi Pop provides capsules including mystery sweets, toys and other collectables! With 12 Unicorn Pets and 24 Motors to collect, these aren’t only amazing treats for your American Super Bowl range, but they give shoppers a reason to return, too!
As you can see, there are many irresistible American candy brands that customers will love when the Super Bowl comes around. Many of the biggest American brands are available in the UK exclusively at Hancocks! Not only do we have a vast selection of lines you simply can’t get anywhere else, but we make sure that all of our American stock meets UK requirements and is legal to sell. As it is all available to order in bulk and online, you only need to think about the lines that will be the biggest hit with your customers. As well as these amazing partner brands, supplementing these lines with American chocolate and popular sharing lines will help to make your offering pop. If you have any questions about any of our American lines, or any of our other bulk sweets and wholesale chocolate, contact our team and we will gladly help however we can.
