The Airheads brand has ridden into the foodservice industry’s chicken sandwich battle in honor of National Fried Chicken Day on July 6.
Why does Airheads — a candy brand — believe that they can not only enter the chicken sandwich wars for the first time, but also win them?
"That is for us to know and all of those other chicken restaurants to find out," said Craig Cuchra, v.p. of marketing for Perfetti Van Melle North America, maker of Airheads. "On July 6, 2021, National Fried Chicken Day, the world will finally see what's been missing in chicken."
While Airheads candy has been in the food business since 1985, the brand has never ventured outside of candy. And it has never attempted a fried chicken sandwich before.
"So what? Before the moon landing, there was no moon landing. It was the first time anybody ever landed on it," Cuchra said, "so there's some precedent of people not ever doing something before and then suddenly doing the thing they never did."
The bun of the Airheads Candy Chicken Sandy is made out of 100 percent Airheads Xtremes, and the center of the sandwich features crispy fried chicken, coleslaw, pickles and spicy mayo.
The Candy Chicken Sandy was available for sampling July 6 at Chicago restaurant Frances’ Deli & Brunchery.
Popeye’s kicked off the chicken sandwich wars in August 2019 with its signature sandwich, which became an instant hit. Other chains, such as McDonald’s, Burger King, and KFC, have all since introduced competing sandwiches.