Today, July 6th, 2021, is a momentous day for chicken sandwich enthusiasts with a sweet tooth. To celebrate National Fried Chicken Day, Airheads has entered the Chicken Sandwich Wars with a truly one-of-a-kind sandy that will have candy-cravers salivating.
The pièce de résistance of the Airheads chicken sandwich is the bun made from 100% sweet and sour Airheads Xtremes Belts. Between the fused-candy buns is a more traditional chicken sandwich experience: fried chicken, coleslaw, spicy mayo and pickles. There is no Airheads candy in the chicken or its breading.
The Kentucky-based sweets brand is confident that its sandwich will claim victory over the hordes of chicken sandwich contenders throughout the past years. "The world will finally see what’s been missing in chicken," said Craig Cuchra, VP of marketing for Perfetti Van Melle North America, maker of Airheads, in a statement.
Unfortunately, Ad Age couldn't see the Airheads bun in all its glory, as the sandwich was only offered in bite-size tasting samples during lunch hours today at Chicago’s Frances’ Deli & Brunchery. Fortunately, Ad Age senior reporter Jessica Wohl was at the scene with Chef Derek Rylon to get the juice on this sugar-coated delicacy.
At first bite, the sample tasted like one of the many sandwiches out there, with a juicy, crispy piece of fried chicken, pickle, pieces of lettuce and cabbage, and a spicy honey mustard sauce that adds some flavor without overpowering the tried-and-true fried chicken sandwich basics. Then, the Airheads flavor—and chewy texture—kicked in. The savory-meets-sweet concoction is only available in miniature form for now, but organizers are hopeful they can secure a food truck to share it beyond the restaurant counter.