Perhaps its only major innovation is the mystery flavor, a unique combination of two flavors that merge when the end of one batch meets the beginning of the next one. Apart from helping candy lines to run continuously, the mystery Dum Dum Pop offers a sweet (albeit somewhat unidentifiable) surprise in every bag.

The Dum Dum Pops homepage has a distinct flavor that appeals to its primary target audience: children. Visitors are welcomed by Dum Dum Man, a chubby-cheeked bass drum wielding a Dum Dum Pop in each hand. (He doesn't beat on himself with the lollipops, however.) Though Dum Dum Man doesn't appear on the candy wrappers (perhaps because they're so small), he shows up on nearly every page of the site.

The Games and Adventures section is the most robust part of the site. This area contains a Flash game that is actually fun to play, a virtual coloring book, wallpapers, screensavers, and a lollipop trivia quiz. There are also printable activities including mazes and puzzles—plenty of stuff to keep children occupied.

Another section encourages people to send in Dum Dum Pop wrappers for discounts on branded merchandise like Frisbees, lunch sacks, backpacks, key chains, and stuffed Dum Dum Men. This is a good way to encourage more purchases of the product.

The site contains several interactive elements, including three different flavor polls. Less developed is the "Send to a Friend" section, merely a form where you can e-mail a message to a pal with a tacked-on recommendation of the Dum Dum Pops site.

A link takes you to the Spangler Candy website, which has an online store for the purchase of Dum Dum Pops, among other Spangler treats. Because the company sells quantities as large as a 30-pound case (that's almost 2,000 lollipops), the site should have a section that shows crafty ways to display them in gift baskets.

The site has a small section that outlines the history of the brand, including the evolution of flavors. In terms of added value, the brand should add some more information like a brief history on lollipops or a video of the manufacturing process. Also, the company might want to consider making the games a little more educational.

But overall, the colorful fonts, bright graphics, and cool games form a site that's worth a look—visitors won't feel like "suckers."