consumer packaged goods

Spangler Releases Sweethearts For The 'It's Complicated' Generation


There isn’t a candy as ubiquitously associated with a holiday more than Sweethearts are with Valentine’s Day. In almost continual production in the U.S. since 1901, the pastel heart-shaped candies have tortured single and less-than-committed people with imprinted quotes like “All Mine” or “Only You” for well over a century. According to Wikipedia, more than 8 billion Sweethearts are produced for Valentine’s Day each year.

This week Sweethearts parent company Spangler announced the launch of limited edition “Situationship” Boxes, containing conversation hearts for those perpetually unhitched and/or in ill-defined situationships.

According to the Oxford Dictionary, “situationships are romantic or sexual relationships that are not considered to be formal or established.” The description recently ranked in the top four terms considered for the Oxford University Press' 2023 "Word of the Year.”



According to a release, the limited edition hearts are available in “specially designed boxes (that) contain blurry, misprinted candies that are as hard to read as Gen-Z relationships.” The boxes are “filled entirely with sweet, muddled nothings and literal mixed messages.”

"Singles are taking 'situationships' to the next level this year, and Sweethearts is here for them," said Evan Brock, vice president of marketing for Spangler, in its announcement. "The printing on Sweethearts isn't always perfect. This is our way of embracing those imperfections in a way that taps into pop culture."

Research from Tinder indicates that young singles now consider the situationship to be a legitimate relationship status. The undefined and noncommittal situationship continues to evolve as people are less concerned about relationship outcomes and more interested in enjoying the process.

Starting Jan. 8, customers can order the LTO candy at while supplies last.

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