What Is the Mystery Flavor of Airheads?


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What is contained within the elusive White Mystery Airhead? Many find it puzzling. The absence of colour makes it even more difficult to identify the flavour.

Airheads’ mystery flavour is a combination of factory scraps. Indeed, you read that correctly. Because the recipe is never the same, the flavour of the White Mystery Airhead varies.

What Does It Consist Of?

Airheads candy bars are available in a variety of flavours, including grape, orange, strawberry, blue raspberry, and green apple. Examining the Airheads ingredients list reveals that the original candies are naturally colourless. At the end of the list are the food colorings: Red 40, Blue 1, Yellow 6, and Yellow 5. The mystery flavour contains only the active ingredients, without any vibrant colouring.

Why a Mysterious Flavor?

Airheads with a mystery flavour may appear to be an attempt to pique consumer curiosity. However, a deeper investigation suggests that the overall mystery flavour craze has other causes. A Food Science Fusion article explains that the production of these mystery flavours saves time and, consequently, money. Airheads’ Mystery Flavor is a mishmash of leftover ingredients, so factories do not have to shut down their machines to switch between flavours.

The history of White Mystery Airheads

Steve Bruner was the Director of Marketing at Perfetti Van Melle in 1985 when he invented Airheads. Bruner, according to CandyFavorites.com, created the name, concept, and appearance of the taffy-like candy while working in the Dutch manufacturer’s Kentucky offices.

Former Airheads eAssistant Brand Manager Matt Fenton recalled working for the company in the early 1990s when he received a letter from a teenager suggesting they create a mystery flavour. He recalled conducting a taste test at an elementary school, where students sampled fruit punch and the newly developed “mystery flavour.”

Fenton reported that he overheard students discussing the mystery flavour. Notably, he heard nothing about its fruit punch counterpart.

In 1993, Mystery Airheads hit shelves. According to Fenton, it quickly became the most popular flavour of the brand.

Other White Mystery Airheads Versions

The White Mystery Airheads have undergone numerous transformations over the years. In 2017, Perfetti Van Melle announced that the flavour would be added to its lineup of Airheads Bites. The company stated that the mini-candy will contain a “surprise blend of five fruity flavours.” To add to the mystique, the flavours would evolve over time. A year later, the manufacturer announced that a White Mystery gum would be added to the lineup.

Other Mysterious Flavors

White Mysteries Over the years, Airheads have expanded into other food industries. Taco Bell introduced the Airheads White Mystery Freeze in 2016, which was a colourless slushie similar to the candy. Executives of the company told CNBC that they hoped customers would discuss the flavour online.

In the summer of 2018, 7-Eleven and Perfetti Van Melle collaborated to produce White Mystery-flavored premium drinks and push-tube freeze pops. Shopper Marketing reported that the brands ran exclusive sweepstakes that summer to promote the newest Airheads promotion.

Read more: How Much Is Half an Ounce?