A rumor has been circulating on TikTok that Airheads is ceasing production until 2024.
In response, the candy brand took to its social media channels on Tuesday to set the record straight. Airheads filmed a TikTok in its factory, proving the treat is still very much in production. The video includes Airheads factory workers making faces of confusion as they react to a duetted video from TikTok user @CandyMeUp, in which she spreads the incorrect information.
AIRHEADS ARMAGEDDON!? We are happy to report that the rumor of Airheads shutting down production until 2024 is indeed FALSE. (But if you want to stock up, we're certainly not going to stop you!) pic.twitter.com/cz1avFm6Rs
— Airheads Candy (@Airheads) October 18, 2022See AlsoEWG's Food Scores just took the work out of grocery shopping for me!Airheads Shelf Life: How Long Do They Last?When Sweet Treats Go Bad: Food Science Experts Off | NewswiseCandy Storage Tips
@airheads #duet with @candymeup #candymeup ♬ original sound - CandyMeUp
Airheads also crafted a statement on Tuesday that it sent to media outlets about the incident.
“Recently a TikTok user posted a video with some ‘big news’ about Airheads sparking mass online pandemonium amongst our loyal fans, with many looking to rush to the store to stock up,” the statement said. “While we feel preparing for an emergency is always prudent, alas, today, just like every other day, Airheads were in full production. Fortunately for us all, we can debunk the rumor! Straight from the team behind Airheads, we want everyone to know we’re still making Airheads.”
The TikTok user posted a video on Wednesday apologizing for spreading the misinformation. She explained she owns anonline candy shopand works closely with candy brokers hired by manufacturers to sell their product. She regularly gives customers any new information about items being discontinued.
@CandyMeUp then shared a screenshot of an email she got from a candy broker about Perfetti Van Melle, maker of Airheads candy, saying Airheads would not be available until 2024 due to supply issues. Because she had been having problems for the past year trying to get Airheads in stock, she assumed right away that the information she was being told was true.
@candymeup We are so sorry guys! Happy to know @airheads is not going anywhere! #airheads #airhead #candynews #candymeup #candy ♬ original sound - CandyMeUp
Craig Cuchra, VP of marketing at Perfetti Van Melle, said that social media manager Josh Sneed told his team about @CandyMeUp’s initial TikTok video over the weekend.
Cuchra and his team realized they quickly had to respond to the misinformation because she has 1.1 million followers and her video was going viral. Airheads agency partner Highdive U.S. assisted with the brand’s response.
The brand decided to show it was working as hard as possible to make candy.
“To make the big jump where we aren’t making anymore, I don't know who told her that,” said Cuchra. “Our intent was not to give her a hard time, it was more to set the record straight.”
The brand has reached out to her and plans to send her a care package, Cuchra said.
The latest campaign from the candy brand isAirheads Candy Flavored Dental Floss— a limited edition Airheads candy flavored floss.
The aim is to bridge the longstanding holiday tension between candy makers and dentists in an effort to make the dentist’s house a more desirable stop this year, according to an Airheads statement.
