CSNC Exclusive: Huer Food's Molly Clinton shares strategies to conquer the c-store candy aisle
Convenience Store News Canada asked Huer Foods’ head of marketing, Molly Clinton to discuss why they chose to design a higher definition candy, how "discovery shoppers" are changing the c-store aisle, and why the future of licensed confectionery is less like a short-term gimmick and more like a long-term category takeover.
When a massive theatrical release hits the big screen, the standard Hollywood playbook for candy tie-ins is predictable: Slap a famous character's face on a plastic bag, fill it with generic sugary blobs, and let nostalgia do the heavy lifting.
But when Huer Foods decided to tackle the legendary world of Masters of the Universe, they chose a path of greater resistance—and much greater detail. Instead of letting He-Man and Skeletor get lost in a blurry, gelatinous void, Huer wielded their Sword of Power (AKA manufacturing innovation) to forge highly detailed, custom-moulded character gummies that actually look like the heroes and villains of Eternia.
Convenience Store News Canada: Most licensed candy programs rely heavily on nostalgia and packaging. What made Huer decide to invest in custom-moulded character gummies instead of taking the more traditional route?
Molly Clinton: Most licensed candy programs tend to stop at the packaging, relying on familiar characters to drive appeal. For us, the opportunity with Masters of the Universe was to go much deeper.
From the outset, we wanted to create something that felt worthy of the franchise and meaningful to fans. That meant bringing the world of Eternia to life through the candy itself. By investing in highly detailed, custom-moulded gummies featuring iconic characters, we transformed the product into an experience that fans can interact with from the moment they open the bag.
The custom moulds reflect Huer's broader philosophy: creating playful, unexpected confections that spark joy and stand apart in the candy aisle. We saw an opportunity to push beyond traditional licensing and deliver a first-of-its-kind product that feels authentic to the brand, memorable for consumers, and truly differentiated at retail.
CSNC: Was there concern that highly detailed moulds could increase manufacturing complexity or costs, and how did Huer Foods justify that investment?
MC: We pride ourselves on being one of the most innovative gummy manufacturers in the market, and to live up to that reputation, we have to create product experiences that are truly exceptional for consumers. For Masters of the Universe, simply putting iconic characters on the packaging wasn't enough. We wanted fans to experience the brand through the product itself.
CSNC: The gummies are created around specific characters like He-Man and Skeletor. How important is tactile or sensory innovation in confectionery right now?
MC: Tactile and sensory innovation is more important than ever in confectionery, particularly with Gen Z and millennial consumers. For these audiences, the product experience goes far beyond flavour alone; it's about discovery, interaction, shareability, and creating memorable moments.
CSNC: How do you define a “discovery shopper,” and why should convenience retailers care about this consumer segment specifically?
MC: We define a discovery shopper as someone who actively seeks out new, unique, and unexpected products rather than purchasing the same items on every trip. They're motivated by novelty, experience, and the excitement of finding something they haven't seen before.
For convenience retailers, attracting discovery shoppers means creating excitement in the aisle and creating moments for consumers to add an extra item to their basket.
CSNC: From a retailer perspective, what evidence suggested that “discovery shoppers” are driving incremental confectionery sales today?
MC: What we're seeing across the confectionery category is that discovery has become a major driver of purchase, particularly among Gen Z and Millennial consumers. Retailers are looking for products that do more than satisfy a sweet craving; they want items that create excitement, spark curiosity, and give shoppers a reason to stop and engage with the shelf.
CSNC: How important is impulse purchasing to this program, and where should retailers position the product to maximize velocity?
MC: To maximize velocity, we recommend positioning the product in high-visibility locations where consumers are making quick purchase decisions, including front-end displays, checkout areas, and other high-traffic impulse zones. Secondary placements can be especially effective because they help introduce the product to shoppers who may not have entered the store specifically looking for candy.
CSNC: Do you see licensed confectionery evolving from an entertainment/promotional tactic into a longer-term category strategy?
MC: Absolutely. We see licensed confectionery evolving well beyond a short-term promotional tactic and becoming a significant long-term growth strategy for the category, and Huer specifically.
Licensed brands allow us to create those deeper consumer connections while also bringing new shoppers into the candy aisle. When executed authentically, these partnerships can build lasting platforms rather than one-time promotions.
For Huer, licensing is a major part of our long-term innovation strategy. Our partnership with Mattel is a great example, and we're incredibly excited about the pipeline of products we're developing together for 2027 and beyond.
Convenience channel relevance
CSNC: What role do you see convenience stores playing in the launch compared to grocery, mass retail, and e-commerce?
MC: Convenience stores are a critical part of the launch strategy and play a unique role alongside grocery, mass retail, and e-commerce. Each channel serves a different consumer mission, but convenience is where discovery and impulse purchasing are at their strongest. Consumers visiting convenience stores are often looking for something new, exciting, and immediately gratifying. That's a perfect fit for a product like our Masters of the Universe gummies, which combines recognizable characters, eye-catching moulds, and collectible elements that naturally attract attention.
CSNC: What consumer preference trends are you seeing that our retail readers can learn from?
MC: Three major trends continue to shape the confectionery category today: consumers are seeking authenticity, experiences, and novelty.
Shoppers are increasingly looking for products that offer more than just taste and texture. They want brands with a story, products that feel unique, and experiences worth sharing. That's fuelling demand for licensed collaborations, limited-time offerings, collectibles, and innovative formats.
CSNC: How are you activating in c-stores?
MC: We're working closely with retail partners to ensure a strong in-store presence through strategic merchandising and impactful point-of-sale materials that help shoppers discover the product during routine store visits. To maximize visibility and impulse purchases, we're leveraging pre-pack shippers and clip strips that position the Masters of the Universe gummies front and centre in high-traffic areas throughout the store.
Because Masters of the Universe gummies are a limited-time offering tied to a major theatrical release, there's also a built-in sense of urgency that supports trial and repeat purchases.
CSNC: What consumer reactions have surprised you most during early testing or retailer presentations?
MC: We've been excited about how strongly the product resonates across different audiences. Longtime Masters of the Universe fans immediately connect with the nostalgia and character authenticity, while younger consumers are drawn to the uniqueness of the product and the overall experience–and they are excited to discover the Master of the Universe platform for the first time!
For retailers, the reaction has been similar. Many have recognized that this isn't just another licensed SKU, it's an example of how innovation can elevate the shelf.
