Shaquille O’Neal, Hershey expand Shaq-A-Licious XL Gummies with sneaker-shaped launch

U.S.A – Basketball legend Shaquille O’Neal is taking another significant step in the candy aisle with the launch of sneaker-shaped Shaq-A-Licious XL Gummies, the latest addition to his fast-growing gummy brand created in partnership with The Hershey Company. 

The new lineup, which hit retailers nationwide this month, builds on the success of the original Shaq-A-Licious XL Gummies that debuted in 2024 and quickly became Hershey’s top sweets launch of the year.

The sneaker-shaped gummies are designed as a playful tribute to O’Neal’s size 22 shoes and his SHAQ Footwear line, linking his larger-than-life basketball career to his passion for sneakers and candy. 

The gummies come in three bold flavors: mango (orange), lime (green), and strawberry (red), joining the Original and Sour varieties already on shelves.

O’Neal, who has been personally involved in the brand’s development, from ideation and flavor testing to shape selection, said the new launch reflects his vision to keep pushing candy into bigger and more creative territory. 

“Shaq-A-Licious started with a big idea: make candy that’s bold, fun and full of flavor,” O’Neal said. “Now we’re stepping it up with sneaker-shaped gummies and three wild new flavors for gummy lovers everywhere. I’ve been part of this from the start, from the flavors to the shapes, and I’m proud of how far we’ve come. This is just the beginning.”

Since its debut, Shaq-A-Licious XL Gummies has sold more than 11 million units, demonstrating strong consumer appetite for oversized treats that match O’Neal’s personality and brand. 

Hershey said the launch of sneaker-shaped gummies represents the second generation of the product line, with ambitions to build on momentum while broadening appeal to candy and sneaker fans alike.

The complete Shaq-A-Licious portfolio now features three product lines: the new sneaker-shaped gummies in mango, lime and strawberry; the Originals, shaped like Shaq’s face and available in peach, berry punch and orange; and the Sour collection, featuring flavors inspired by O’Neal’s legendary nicknames such as Diesel, The Big Cactus and The Big Shamrock, in pineapple, mixed berry and watermelon.

Vivek Mehrotra, Senior Brand Manager at Hershey, said the launch signals more than just a new flavor extension. 

“Shaq-A-Licious XL Gummies isn’t just a candy; it’s a brand with serious momentum,” he explained. “The response to our first launch was huge, and the new sneaker-shaped gummies are our way of keeping that energy going. This is about more than flavor; it’s about building something fun, lasting, and larger than life.”

With national distribution across the U.S. and Canada, Hershey and O’Neal are betting that the fusion of candy, sneakers, and Shaq’s enduring star power will keep Shaq-A-Licious XL Gummies on track as one of the most distinctive confectionery launches in recent years.

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