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Sweethearts Valentine's Day Candy Marketed at Gen Z 'Situationships'

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A popular Valentine’s Day candy is being marketed at all the people in relationships that are confusing and undefined.

Spangler Candy Co., a family-owned candy company based out of Ohio, released its limited edition misprinted Sweethearts Situationships candies that are “as blurry” and hard to read as Gen Z relationships, according to a press release from the company.

“Singles are taking ‘situationships’ to the next level this year, and Sweethearts is here for them,” Evan Brock, vice president of marketing for the company, said in a press release. “The printing on Sweethearts isn’t always perfect. This is our way of embracing those imperfections in a way that taps into pop culture.”

The company explained that the candies are being marketed towards the people in Gen-Z’s “situtationships.”

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A situationship is defined by a “lack of obligation or exclusivity” in addition to having a “lack of clear boundaries or labels,” psychologist Dr. Susan Albers told the Cleveland Clinic. “Situationship” was one of the top four words of 2023, according to Oxford University Press.

“There are elements of friendship and romance, but they exist without defining the relationship,” Albers added. “So, essentially, you have many of the benefits of a traditional relationship without having to make a commitment.”

Examples of a situationship might be when you meet up with a person whenever they are in town visiting or for work, a rebound relationship that may be long lasting, but not definable, and your “go-to ‘plus one’ for couple-y events.”

The Sweethearts Situationships candies, which were released Monday morning, have reportedly sold out, according to the Sweethearts candies website.

Do you like Sweethearts candies?

IJR reached out to Spangler Candy Co. for a statement but did not receive a response by the time of publication.

This article appeared originally on Independent Journal Review (IJR).

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