Here’s Another Way to Get Your Hard Seltzer Fix This Summer: Gummy Bears

Truly and Sugarfina are launching a limited-edition line.

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June 29, 2021

Photo by: Photo courtesy of Sugarfina/Truly

Photo courtesy of Sugarfina/Truly

Sipping on a hard seltzer by the pool is so last summer. This year, it’s all about hard seltzer-infused candy, that is if Sugarfina has anything to do with it.

The luxury candy company has teamed up with Truly Hard Seltzer to launch limited-edition, Truly-infused, nonalcoholic gummy bears. While the sweet treats don’t contain any alcohol since it burns off in the cooking process, each of the four fruity flavors – Watermelon Kiwi, Pineapple, Mango and Passion Fruit – is inspired by a similar Truly Hard Seltzer variety.

Still, if you’re looking to add some alcohol to the mix, you could always toss a gummy or two in a cocktail or a can or Truly.

As Sugarfina fans may know, the luxe brand is no stranger to crafting candy that’s been infused with alcohol. In fact, there’s an entire Sugarfina range dedicated to candies with a bit of booze in them. Options include Champagne bears, various candies infused with Jon Bon Jovi’s Hampton Water Rosé, and Tequila Grapefruit Sours.

“It was a fun and exciting challenge for our product innovation team!” Scott LaPorta, Sugarfina's CEO, said in a press release. “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.”

And Truly has been doing plenty of innovating as well. Earlier this month, the brand released Truly Lemonade Freeze Pops, which are basically Truly Lemonade Hard Seltzers in ice pop form.

“Both Truly and Sugarfina are known for bringing new flavors and innovation to consumers,” Casey O’Neill, Director of Product Development at Truly added. “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.”

The Sugarfina x Truly collection is currently available on It includes a Candy Bento Box for $30, plus individual Candy Cubes with specific flavors for $8.95 apiece.

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