Existing Halls confectionery products on the market are intended to provide relief from symptoms associated with a cough and/or cold, but the new Halls Proactive is positioned as a product that could help offer support before the onset of illness.
The candies are enhanced with vitamin C, which will provide immune system support and potentially make the onset of symptoms less intense. The product will come in two flavor options including Pink Grapefruit and Orange, which are both free from added sugar.
Brand Manager for Halls at Mondelēz International spoke on the new product saying that, "As it starts to get colder outside and winter is getting closer, we want to provide our consumers with a way to stay ahead of the game when it comes to their health. Halls Proactive with Vitamin C is a first mover for the category and aims to drive incremental sales for retailers, through extending into a new need-state and targeting a broader consumption occasion.”