.png)
.webp)
© History Oasis
Small candies can make a big impact. Nerds went from forgotten relic to half-billion-dollar phenomenon through innovation and an accidental viral moment.
In 1983, Wonka Candy Company invented tiny, crunchy candies in dual flavors.
They called them Nerds.
The split box was a clever innovation to attract both sexes. Boys were known to pour candy straight into their mouths, while girls preferred to hold it in their hands. Two compartments solved both problems.
The original flavors were Cherry & Orange and Strawberry & Grape. The name might have come from a Dr. Seuss creature, but nobody is certain.
By 1985, Nerds won “Candy of the Year.”
The brand even tried breakfast cereal, though it was discontinued quickly. For a moment, Nerds owned candy aisles everywhere.
Then the 1990s arrived with newer treats, and Nerds faded into the background.
Nestlé bought the Willy Wonka line in 1988 and held on to the brand for thirty years.
They introduced Nerds Rope in 2001 and tried various flavors, but nothing sparked much interest.
In 2018, Italian giant Ferrero purchased Nestlé’s entire U.S. candy business for $2.8 billion. Their subsidiary Ferrara Candy took over.
At the time of the acquisition, Nerds was only generating about $40 million annually. Pocket change in candy terms.
Ferrara’s scientists had an idea in 2020. They wanted to combine crunchy Nerds with chewy gummy centers.
After six months of work, Nerds Gummy Clusters launched. Market tests disappointed. The company spent just $700,000 on marketing and expected modest sales. They were wrong.
But on January 8, 2021, Kylie Jenner posted an Instagram Story trying Nerds Gummy Clusters. She said, “I’m obsessed,” to her 200 million followers.
That changed everything.
Google searches exploded. TikTok videos multiplied. Stores couldn’t keep shelves stocked.
The Clusters became one of Nerds’ biggest hit years.
Success demanded bigger moves.
In 2024, Nerds ran their first Super Bowl ad featuring TikTok star Addison Rae recreating the “Flashdance” water scene.
The spot mixed 1980s nostalgia with modern social media culture.
And in 2025, they brought country-hip-hop artist Shaboozey to New Orleans, performing “What a Wonderful World” surrounded by dancing candy.
The transformation was remarkable. Sales jumped from $40 million in 2018 to over $500 million in 2024.
Gummy Clusters represent 90% of that total.
By 2025, annual revenue neared $900 million, surpassing Skittles to become America’s top sugar candy.
One in five customers now buys Nerds six or more times yearly.
Three things saved Nerds: smart innovation, perfect timing, and viral luck.
Ferrero combined nostalgic appeal with modern texture, then let organic social media moments drive growth instead of expensive advertising.
.webp)
.webp)