This Candy Brand Let Fans Fight Over A Flavor & One State Won

Joyride asked all 50 states to fight for their own custom candy, and Idaho took that assignment very seriously.

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The better-for-you candy brand recently challenged every state to post as many Instagram selfies as possible holding a bag of Joyride within 24 hours. When the challenge ended, Idaho had out-posted all 49 other states.

The prize? Potato-shaped gummies flavored with huckleberry.

I don’t know what Idaho was expecting, but this feels pretty on brand.

Idaho Won, So It Got Potato Gummies

Joyride’s 50 States Challenge was pretty simple. The state that could get the most people to post a selfie holding a Joyride bag during the 24-hour competition would get its own custom candy.

Idaho came out on top, and the challenge set a Guinness World Record with 11,495 approved photo submissions.

More than 2.6 million people also followed the live leaderboard during Joyride co-owner Ryan Trahan’s 24-hour livestream, so this was clearly much more serious than a few people posting candy selfies and calling it a day.

And now Idaho has its prize: Joyride Potato Wedges.

The limited-edition gummies are chewy, bite-sized, and shaped like little potatoes, because Joyride looked at Idaho and saw only one reasonable path forward.

They’re also flavored with huckleberry, Idaho’s official state fruit.

So you’ve got a potato-shaped gummy that tastes like huckleberry. Somehow, it works.

They’re Only Around In Very Limited Quantities

The Potato Wedges aren’t getting a nationwide rollout or showing up on every Target shelf.

You can get your hands on them through Joyride’s website in extremely limited quantities, with each five-pack selling for $25.

That’s a fairly premium price for candy that looks like it wandered out of the produce aisle.

But these aren’t really being sold as your average bag of gummies.

The whole point is that Idaho won them. After a full 24 hours of people proving their state wanted custom candy more than everyone else’s, the Potato Wedges are the payoff.

And given the Guinness-record backstory and the “extremely limited” supply, there’s a decent chance these disappear before everyone who participated gets a chance to try them.

A Stunt For Joyride

Whatever else you make of potato-shaped candy, the marketing worked.

Joyride turned its fanbase into a 24-hour promotional machine, walked away with a Guinness World Record and more than 2.6 million livestream viewers, and ended up with a limited-edition product it can sell at a premium―all because fans competed for the honor of winning it.

It helps that Joyride had the audience to pull this off. The brand says it’s one of the fastest-growing candy companies in America, with millions of consumers and the No. 1-selling non-chocolate candy spot at Target.

Now it has another claim to fame: making a gummy that looks like a potato because Idaho showed up harder than every other state.

If you want to try the Potato Wedges, you’ll need to get them from Joyride’s website while supplies last.

And if you’re from one of the other 49 states, there’s always next time. Although I’m not sure what candy shape could possibly top a potato.