# Polarizing Hard Candies Malört Sucks Candies Began as an April Fool's Day Joke But Became Real By Laura McQuarrie | Published 2025-05-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/malort-sucks References: [axios](https://www.axios.com/local/chicago/2025/04/28/malort-candies-chicago) & [shop-merch.malort](https://shop-merch.malort.com/products/malort-sucks-candies?srsltid=AfmBOor_VFWKwlflcV0CCABvlkzFXd8d8Wdbmax9iVfuCasDQ36Z2FeK)  While nearly everyone can appreciate the simple pleasure of [hard candy](https://www.trendhunter.com/trends/sweeter-collective), [Malört](https://www.trendhunter.com/trends/roulette-ipa-pack) Sucks (Malört-flavored hard candies) appeal to a select few. Malört is a [bitter liqueur](https://www.trendhunter.com/trends/liquorice-toothpaste) known for its harsh, lingering taste that many describe as medicinal or aggressively bitter. Despite its divisive flavor, which many people describe as tasting like grapefruit rind soaked in gasoline or burnt rubber, it has a loyal cult following. It's especially popular in Chicago, where it's often consumed as a challenge or novelty. Like many outrageous ideas pitched on April Fool's Day, the Malört-flavored hard candies started as just a joke but high demand led to the launch of a real, purchasable product. Malört Sucks Candies are exclusively at the Malört merch website. Leaning into its polarizing nature, the product description says, "don’t forget to share with unsuspecting friends or enemies." ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 45% | Activity: 48% | Freshness: 40% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Niche Flavor Candies:** Candy manufacturers explore bold and divisive flavors to capture niche markets and resonate with adventurous consumers. - **Cult-following Product Launches:** Brands leverage the power of cult followings and internet virality to transform niche joke products into profitable ventures. - **Novelty-based Consumer Engagement:** Exclusivity and novelty drive consumer curiosity and engagement, encouraging initial purchases that capitalize on rarity and word-of-mouth marketing. ### Where This Applies - **Confectionery Industry:** The confectionery sector diversifies its portfolio by introducing unconventional flavors that challenge traditional taste preferences. - **Alcohol-licensed Merchandise:** Alcohol brands extend their range into novelty merchandise, attracting consumers through unique tie-ins with popular beverages. - **E-commerce Retail:** Online marketplaces serve as launch platforms for experimental products, catering to geographically dispersed niche audiences seeking unique goods. ## Related on Trend Hunter - [Daring Hard Candies](https://www.trendhunter.com/trends/strangers-candies.md) - [Craft Cocktail Lollipops](https://www.trendhunter.com/trends/gourmet-cocktail-lollipop.md) - [Sour Cherry Licorice Candies](https://www.trendhunter.com/trends/lakrids-by-blow-cherry-sour.md) - [Lickable Sour Candy Drinks](https://www.trendhunter.com/trends/zed-candy.md) - [Licorice Pop-Up Shops](https://www.trendhunter.com/trends/licorice-pop-up-store.md) - [Pickle-Flavored Sour Candies](https://www.trendhunter.com/trends/sour-punch-pickle-roulette.md) - [Roulette-Style Beer Packs](https://www.trendhunter.com/trends/roulette-ipa-pack.md) - [Beer-Flavored Lollipop Packs](https://www.trendhunter.com/trends/coors-light-chillollipop.md) - [Divisive Liquorice Toothpastes](https://www.trendhunter.com/trends/liquorice-toothpaste.md)