Do you have an affection for confection?

Apparently Sofia Vergara, the highest paid TV actress for the third consecutive year, pop icons Madonna, Mariah Carey and Broadway star Kristen Chenoweth do.

Matthew J. Pye, Vice President, Trade Relations and Corporate Affairs for Just Born Quality Confections, which is headquartered in Bethlehem, Pennsylvania, shared his insights on the brand, its celebrity and box office appeal and how Latin-infused flavors are spilling over into the candy business in an exclusive interview with Latin Post.

"Hot Tamales are a little bit edgier and tend to be consumed a little bit more by women. We've got some great celebrities who love the brand and we haven't paid for them to say that. Posts have been written about celebrities who have grown up with Hot Tamales. Madonna, Sofia Vergara, Mariah Carey and Kristen Chenoweth, those are some of the ones that come to mind...I know Madonna had talked about how Hot Tamales got her through the birth of her babies. Sofia, there have been a number of articles," Pye told Latin Post.

"When you think about these strong women with strong tastes, they like Hot Tamales. I think that has driven consumers' interest to the brand -- and who wouldn't want to be like some of these ladies who have done so well for themselves?"

Hot Tamales have become an "American staple," and a "North-American phenomenon" as Latinos have increasingly become a huge representation of the American population, thus further diversifying and adding another dimension to American cuisine and beyond.

If you enjoy eating Peeps from the Easter Bunny or Mike and Ikes or Peanut Chews during Halloween, have a hankering for spicy cinnamon or spicy tropical flavors while watching a movie, then chances are you are familiar with Hot Tamales, but you might not be familiar with its creator.

Hot Tamales are made by Just Born, Inc., a family-owned candy manufacturer that has been in business since 1923 and are also the makers of Peeps, Mike and Ike and Goldenberg's Peanut Chews. Hot Tamales continues to be the number one cinnamon confection in the U.S., and now it's expanding its flavors with Hot Tamales Tropical Heat flavors -- Mango Tango, Pineapple Picante and Limon Fever-- to enhance its consumers' experiences.

"Hot Tamales has been around since 1950, so it certainly has longevity. It's always been made in the U.S. ... It has such great consumer appeal. We are bigger than Big Red chewing gum, than Red Hots, than other cinnamon confection that's out there ... People either love it or hate it, but those who love it, they really love it," said Pye, who has worked for Just Born, Inc. for 17 years.

Just Born, Inc., which conducts consumer research through focus groups from people from all ethnic backgrounds throughout the country, has kept the company fresh and modern by engaging customers via social media, radio and ads on Pandora.

Given that Hot Tamales have a history of selling well at movie theaters, where Latinos are the most represented ethnic group in the U.S. relative to their population in box office attendance, deciding to expand consumers' palates seems like a no-brainer to keep the brand relevant in today's ever-evolving and competitive market.

"There's no doubt. I think it's a bigger trend than that, it's the fastest-growing demographic here in the U.S. It comes as no surprise, the fact that [Latinos] go to the movies a lot,"  explained Pye, whose wife is of Puerto Rican descent. The couple also has two young daughters.

"I think at a macro-level, launching the Hot Tamales Tropical Heat took advantage of two things -- it's a growing population. I think secondly, capitalizing on, whether you're Latino or not, hot and spicy flavors. Those two trends as well as this growing interest and demand for innovative and hot and spicy type of flavors has caused us to want to develop Hot Tamales Tropical Heat," he said.

Not only have Latin-infused flavors surfaced in other sweets such as ice cream and gelato, but also in other areas of the candy business.

"We have an annual Sweets and Snacks Expo, our U.S. candy show, although it's very international. One of the trends that we've seen is Latin-infused flavors for a couple of years, but I think now more people are looking for hot and spicy flavors. So what we started to see in both the candy and snacks sector are flavors like Sriracha, Jalapeño, Tabasco and even Wasabi making its way into the candy industry," he added.

"Five years ago people would think that wouldn't make sense. But today, it's something that the consumer is looking for, something that's new and innovative. Whether it's in a jelly bean, or who knows, maybe someday they will do marshmallows."

Given that so many Americans have embraced the "foodie" movement and are experimenting more in the kitchen and expanding their palates to flavors of the world and to various levels of heat, they expect more out of recipes, restaurants and products.

Having attended the New York City Hot Sauce Expo 2014, I can also attest to this trend, as I was amazed at how Americans have really caught on to this hot and spicy craze. (Since then, I have been working on my palate by gradually expanding my threshold for spice and heat.)

"You can't deny that, and even in my household we are big into the Food Network, cooking, experimenting and trying new foods. It's certainly another hot trend that has been on the increase," Pye said. "Candy is being seen as another medium to enhance that experience."

For more information on Hot Tamales Tropical Heat visit www.hottamales.com, hottamalescandy on Twitter and Instagram or on Facebook at www.facebook.com/HotTamalesCandy.