Hot Tamales Package Getting Makeover

Brand also has introduced "3 Alarm" version

BETHLEHEM, Pa. -- Just Born Inc. is debuting a new look this spring for its Hot Tamales cinnamon-charged candy. It is unveiling a new package graphics for the brand, which has been around for more than 50 years.

The new package graphics reveal a more modern, "fiercer" packaging design. While still maintaining its traditional fireball, the new flames highlight the heat within. The new red background is a darker red, accentuating the new flames in a bright red. Completing the "hipper" packaging, the varied colors in the word "fierce" show the rising heat sensation of the candy.

These new graphics are available nationally on all Hot Tamales Cinnamon packages including the large theater box (8.3 oz.), large peg bag (8.3 oz.), small theater box (5.0 oz.), count goods bag (1.8 oz.) and 25 cents change maker (.78 oz.).

"Early indications show that longtime Hot Tamales fans love the new look and new fans, in the 18 to 24 year old range, are gravitating to the new graphics," said Donald Houston, senior marketing manager. "While we have changed the look of the graphics, consumers can be sure they will be getting the same great Hot Tamales taste that they have come to know and love. We anticipate a continued, very positive consumer reaction."

In addition to new graphics, the brand has also recently introduced new Hot Tamales 3 Alarm with three levels of cinnamon heat.

Hot Tamales Candies have seven calories a piece, zero grams of fat and are kosher and gluten free.

Just Born is a privately owned company founded in 1923 and based in Bethlehem, Pa., where it manufactures Peeps, Hot Tamales and Mike and Ike Brand Candies. Goldenberg's Peanut Chews Brand Candies are produced in Philadelphia.