Iconic Candy and Target have collaborated for a limited-time drop of four flavors of the retro candy company's retro sours, which will be available in Target stores for five weeks. The move is seen as a move by younger generations who are nostalgic for simpler times. Social media strategist Joel Marlinarson suggested that brands that have not maintained cultural relevance are using this opportunity to relaunch. Candy sales are expected to reach $27.8 billion by 2030, according to a report from The National Confectioners Association. The industry's focus is on innovation and balance balance between tradition with new sub-category, returning summer favorites, and returning summer drinks.