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Truly x Sugarfina flavors.

Truly Hard Seltzer, a leader and innovator in the hard seltzer category, and luxury candy brand, Sugarfina, come together for a first-of-its-kind collaboration that brings hard seltzer and candy fans a truly sweet treat for summer. The limited-edition, Truly-infused, nonalcoholic gummy bears are available now in four fruity flavors – Watermelon Kiwi, Pineapple, Mango, and Passion Fruit.

Sugarfina is well-known for innovative collaborations and fan favorites like the Hampton Water Rosé collaboration, their famed Rosé All Day Bears® and Champagne Bears® but this marks the first partnership with the #1 hard seltzer brand. Scott LaPorta, CEO and Co-Investor of Sugarfina, shares, “It was a fun and exciting challenge for our product innovation team! We were eager to figure out the best way to infuse candy with a spiked seltzer beverage in a way that really allows the flavors of the hard seltzer to come to life in gummy form.”

Truly Hard Seltzer is always looking for new and unexpected ways for drinkers to enjoy hard seltzer, whether it’s launching a new mix pack like the recent release of Truly Punch or crossing over into new food and beverage categories. Last year, Truly released hard seltzer-infused ice creams and sorbets in partnership with Tipsy Scoop and earlier this month, launched its own line of Freeze Pops. Drinkers are looking and asking for what’s next from Truly, and a partnership with a renowned candy brand like Sugarfina was a natural fit.

“Both Truly and Sugarfina are known for bringing new flavors and innovation to consumers,” said Casey O’Neill, Director of Product Development. “There’s something so fun about dreaming up different ways that drinkers can experience Truly, and the fruitiness and sweetness of gummy bears made this collaboration a perfect fit for Truly.”

While the gummies are infused with Truly Tropical flavors, the alcohol itself is cooked off in the production process, making the gummies themselves nonalcoholic. The collection is available on starting June 28th and includes a Candy Bento Box® for $30.00, plus individual Candy Cubes® for $8.95.

Source: Truly x Sugarfina Collection® Debuts World’s First Hard Seltzer-Infused Candy