FUNCTIONAL INGREDIENTS PREMIUMISATION


maintaining the sensory appeal associated with traditional sweets. Similarly, digestive health continues


to expand beyond traditional probiotic formulations. In 2025, Good Enough Brands launched its Good Enough Postbiotic Fiber Gummies, blackberry-flavoured gummies formulated with the postbiotic strain Lactobacillus gasseri CP2305. The sugar- free gummies were developed to support digestive wellness and daily nutrition, highlighting how emerging microbiome science is influencing product development across the confectionery sector. The expansion of synbiotic and postbiotic


confectionery reflects broader consumer interest in gut health, which remains one of the most significant drivers of functional ingredient innovation across food and beverage categories.


Beauty-from-within and collagen confectionery Another growing segment is beauty-focused functional confectionery, particularly products formulated with collagen and other ingredients linked to skin, hair and joint health. Ingredient suppliers are increasingly


positioning collagen proteins as versatile components in better-for-you snack and confectionery formats. At the 2025 IFT FIRST exhibition, collagen specialist GELITA highlighted how collagen ingredients can enable the development of “nutritious snacks and drinks that meet consumer expectations” for both functionality and indulgence. Collagen gummies have become a


particularly prominent format within this space. According to industry reports, consumer demand for collagen supplements continues to grow as individuals seek natural solutions for skin health, joint support and overall wellbeing. One example is the launch of marine- based collagen gummies from supplement brand Pilly Labs, formulated with vitamin C, biotin and zinc to support what the company described as “natural glow-up” beauty benefits. This convergence between


beauty supplements and confectionery formats reflects the broader “beauty-from- within” trend, which has gained momentum across global wellness markets and is increasingly influencing confectionery innovation.


Adaptogenic mushroom and nootropic confectionery Beyond digestive and beauty benefits, new product development is also


exploring cognitive health and stress- support ingredients, particularly through adaptogens and functional mushrooms. In 2026, Host Defense Mushrooms announced the launch of a new range of mushroom-based gummies designed to expand access to functional mushroom supplementation through convenient and flavour-driven formats. The products combine mushroom extracts traditionally associated with immune and wellness support with consumer-friendly gummy delivery systems.


At the same time, nootropic confectionery is gaining traction as companies explore formats designed to support focus and mental performance. Canadian wellness brand Feed That Brain, which built its reputation on functional gummies aimed at cognitive health, has become a prominent example of this emerging category.


BETTER-FOR-YOU


REFORMULATIONS WITHIN CONFECTIONERY ARE NOT


USUALLY A SIMPLE ONE-FOR- ONE INGREDIENT SWAP


Confectionery becomes a delivery system for wellness Taken together, the growing number of functional confectionery launches highlights how product development is reshaping the role of sweets within the wider food and beverage landscape. Historically, confectionery has been defined primarily by indulgence and sensory enjoyment. However, new formulations incorporating probiotics, collagen, fibre, adaptogens and nootropic ingredients are transforming the category into a potential delivery system for everyday wellness. This shift is also being supported


Similarly, emerging wellness brands


are exploring mushroom-based functional confectionery positioned around stress management and cognitive support. For example, MushCanyon introduced a line of functional mushroom gummies targeting consumers seeking natural wellness solutions, reflecting growing interest in adaptogenic ingredients across the nutraceutical sector.


by broader consumer lifestyle trends. Increasing interest in preventive health, self-care and personalised nutrition is encouraging consumers to seek convenient and enjoyable ways to integrate functional ingredients into their diets. As a result, gummies and other confectionery formats are increasingly positioned as accessible alternatives to traditional supplement capsules or powders. The diversity of recent launches


suggests that the sector is moving beyond niche wellness products towards a broader convergence between confectionery indulgence and functional nutrition.


Protein Candy™ launches the world’s first “super candy”. With 14 grams of protein, 4 grams of sugar, 6 grams of prebiotic fibre and only 140 calories, Protein Candy™ packs a punch with up to 100 times more protein than any other candy on the market. (CNW Group/Protein Candy)


MARCH 2026 • KENNEDY’S CONFECTION • 19


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