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Basketball legend Shaquille O’Neal has partnered with The Hershey Company to unveil his latest confectionery creation: Shaq-A-Licious Slams.

This new line of multi-textural gummy candies is now available nationwide, offering a playful and interactive snacking experience that aims to engage consumers in a unique way.

Shaq-A-Licious Slams features three vibrant gummy balls in watermelon, strawberry and orange flavours, complemented by a chewy, sour mango ring.

Designed to evoke the excitement of basketball, the product encourages consumers to 'stack it, slam it and snack it,' aligning with O’Neal’s persona and love for the game.

“When I do something, I want it big! Big flavour, big fun, big everything,” O’Neal said. “With Shaq-A-Licious Slams, you’re not just grabbing a gummy and tossing it in your mouth. You’re stacking the balls, aiming for the mango ring, shooting your shot, and going in for that big sweet-and-sour chew.”

According to Vivek Mehrotra, senior brand manager for Shaq-A-Licious at Hershey, the Slams product represents a significant innovation within the candy category.

“Stacking crunchy gummy balls inside a sour mango ring creates a multi-textural bite unlike anything else in the gummy aisle,” he added. “This hands-on experience transforms candy into an interactive adventure, encouraging consumers to explore and enjoy their treats in new ways.”

The launch builds on the success of the Shaq-A-Licious XL Gummies line, which debuted in 2024 and quickly became Hershey’s top sweets launch of the year.

With the addition of Slams, the brand continues to focus on dynamic formats that resonate with both children and adults seeking nostalgic yet innovative candy experiences.

Shaquille O’Neal’s involvement in the product development process is extensive, ensuring that each element – from flavours to packaging – reflects his vision. This hands-on approach not only enhances brand authenticity but also leverages O’Neal’s immense popularity across various demographics.

The new product will hit shelves this January, with availability through major outlets and online.

The product’s launch is part of a broader strategy by Hershey to tap into the growing demand for interactive and experiential snacks, particularly among younger consumers who seek more than just traditional candy options.