March 10, 2026
In today’s fast-moving world, consumer expectations are evolving at an unprecedented pace. The future belongs to those who can sense, respond and deliver with agility, without sacrificing the rigor and insight that define great brands. That’s why we built Velocity Lab: our rapid innovation engine designed to learn fast, launch smart and lead in culture.
Velocity Lab exists to close the gap between what consumers are doing right now and what brands can realistically deliver. It’s not about chasing every trend; it’s about identifying the moments that matter, moving with speed and discipline, and translating cultural relevance into meaningful innovation.
Speed to Market: From Signal to Shelf in Weeks
The launch of the limited-edition Twizzlers Straws flavored with a playful blend of coconut, lime and vanilla flavors and Hershey’s Dubai-Inspired Chocolate Bar is a testament to what’s possible when you combine consumer strategy with operational agility. For our Dubai-Inspired Chocolate Bar, our team moved from concept to reality in just two months, flying to Italy to source authentic ingredients and iterating through nine formulas to deliver a product that’s both exclusive and true to our brand. This wasn’t just about speed; it was about compressing timelines while preserving the rigor that ensures quality and consumer delight.
Dirty soda is more than a flavor trend; it’s a ritual. Originating in Utah-based communities, dirty soda began as an indulgent, non-alcoholic customization habit, mixing soda with flavored syrups, cream and fruit add-ins. What started regionally scaled nationally through TikTok, fueled by the rise of the MomTok creator community. As MomTok content gained traction, dirty soda became a recurring lifestyle signal, showing up organically in daily routines, girls’ nights, and reality TV watch parties. It was visual, customizable, repeatable and deeply rooted in social behavior.
Rather than simply referencing the trend, our teams asked a deeper question: how could Hershey participate in the ritual itself? The answer was to have Twizzlers lean into the straw usage occasion, encouraging users to sip their soda and then eat the straw.
The ritual is simple:
- Pour your favorite soda.
- Mix in your go‑to dirty soda add‑ins.
- Sip through a Twizzlers Straw.
- Bite, chew and repeat.
While fans have long been using Twizzlers as makeshift straws, this innovation elevates the behavior with flavors intentionally designed to pair with soda to turn any drink into a moment worth sharing.
From concept to launch, the team moved in just two months by iterating through nine formulas and sourcing authentic ingredients to ensure the product delivered on both taste and quality. The result was a limited-time innovation that feels timely, culturally credible and unmistakably Twizzlers.
Innovation: Agility Meets Discipline
Innovation at Hershey is an ongoing process, strengthened by repetition and institutional muscle. Our teams prioritize testing and learning in the real world to determine what innovation is worth scaling. Each project is evaluated for its potential to deliver unique value, and we’re disciplined about providing directional guidance for both successful launches and those that don’t meet expectations.
We leverage cross-functional expertise, from research and development to packaging and media, to ensure that every launch is supported by the right resources and insights. Our Very Important Project (VIP) process, enabled by digital tools and AI, allows us to expedite priority projects and remove unnecessary steps, further increasing our speed-to-market.
Deep Consumer Knowledge: Listening, Learning, Leading
At the heart of Velocity Lab is an obsession with understanding consumers. Not just what they buy, but how they behave, gather and create meaning around brands. Twizzlers Straws inspired by dirty soda is a prime example. Social listening revealed that this wasn’t just about flavor combinations; it was about ritual, personalization and shared moments. MomTok creators talked about dirty soda, but they also demonstrated it, normalized it and built a community around it.
By studying how consumers engaged with the ritual, Velocity Lab teams identified an opportunity to elevate the dirty soda moment.
We pair real-time intelligence with decades of retail experience to track engagement, earned buzz, commercial performance and consumer sentiment. This combination ensures that every Velocity Lab launch is grounded in insight and designed to deliver what consumers want now and what they’ll want next.
Building for the Future
Velocity Lab is more than a capability; it’s a mindset. It’s about embracing agility, fostering an iterative culture and empowering teams to act on trend signals with confidence. As we look ahead, our focus remains on delivering sustainable growth through long-term brand building, expansive platforms and innovation that enable our brands to attract new consumers and snacking occasions.
We’re excited to hear what consumers think about Hershey’s version of Twizzlers Straws, and we’re even more excited about what comes next. At Hershey, innovation is a journey. With Velocity Lab, we’re leading the way.
Where can I buy Twizzlers Straws?
A limited run of Twizzlers Straws launches this spring, available nationwide on shop.hersheys.com starting March 12 and via Gopuff in select cities including Boston, New York and Philadelphia on March 12 and 22, starting at $4.49, while supplies last.
You can also find them at two pop-up events at Hershey’s Chocolate World in Hershey, Pa. on March 14, 21 and 28 and at Hershey’s Chocolate World in Times Square, N.Y., on March 31, while supplies last.
Missed the drop?
No need to miss the moment. Grab a Regular or Rainbow Twizzlers, bite off the ends, sip, and chew your way into the fun.