Basketball legend Shaquille O’Neal and The Hershey Company are raising the bar on interactive confectionery with the launch of Shaq-A-Licious SLAMS – a bold, multi-textural gummy candy now rolling out to retailers nationwide.
Designed to celebrate Shaquille’s larger-than-life personality, love of slam dunks and unapologetic “big kid energy”, Shaq-A-Licious SLAMS delivers a playful candy experience that invites consumers to do more than just snack. The new format encourages fans to build, play and experiment before taking the final bite.
A multi-sensory gummy experience
Each pack of Shaq-A-Licious SLAMS features three sweet, crunchy gummy balls in watermelon, strawberry and orange flavours, paired with a chewy, sour mango ring. The concept is simple but striking: stack the balls, dunk them through the ring and mix and match flavours to create a personalised sweet-and-sour combination.
By combining contrasting textures and bright flavours, SLAMS transforms traditional gummy consumption into a hands-on, interactive moment. The “balls-and-hoop” format taps directly into Shaquille O’Neal’s basketball heritage while adding an element of fun and creativity that stands out in the gummy aisle.
Big flavour, big fun
“When I do something, I want it big — big flavour, big fun, big everything,” said Shaquille O’Neal. “With Shaq-A-Licious SLAMS, you’re not just grabbing a gummy and tossing it in your mouth. You’re stacking the balls, aiming for the mango ring, shooting your shot and 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. Stack it, slam it, snack it — and if you miss the shot, you still score.”
Innovation at the heart of the brand
According to Vivek Mehrotra, Senior Brand Manager, Shaq-A-Licious at The Hershey Company, SLAMS represents a significant evolution of the brand.
“Shaq-A-Licious SLAMS is a game-changer and showcases our approach to candy innovation,” he said. “Stacking crunchy gummy balls inside a sour mango ring creates a multi-textural bite unlike anything else currently available. The format turns candy into an experience — inviting fans to build, play and personalise every piece. With Shaquille shaping every detail, SLAMS delivers a one-of-a-kind, multi-sensory adventure from the moment the bag is opened.”
Where to buy and what’s next
Shaq-A-Licious SLAMS launches nationwide from January 2026 and is also available via Hersheyland.com/shaqalicious.
The new product builds on the success of the Shaq-A-Licious XL Gummies range, which includes:
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Original XL Gummies, shaped like Shaquille’s face in peach, berry punch and orange flavours
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Sour XL Gummies, inspired by Shaquille’s nicknames — Diesel, The Big Cactus and The Big Shamrock
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Sneaker-shaped XL Gummies, modelled on the iconic SHAQ footwear
Created by Shaquille O’Neal in partnership with The Hershey Company, Shaq-A-Licious has quickly become a standout confectionery brand. With SLAMS, the “world’s biggest kid” delivers his most interactive release yet — encouraging fans everywhere to stack it, slam it and snack it.
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Media contact
Joseph Clarke
Editor, International Confectionery
Tel: +44 (0) 1622 823 920
Email: [email protected]
