Chupa Chups extends jellies range with new Sour Bites & Tubes

Leading lollipop brand Chupa Chups has extended its sell-out jellies range with new Chupa Chups Sour Bites & Tubes, which will be unveiled at GroceryAid Barcode festival 2024.

The soft jelly sweets, perfect for sharing or savouring alone, cater to the 29 per cent of UK consumers eager to try new formats of sour sweets, with unique, zingy flavours that are set to be a sell-out with teens.

Chupa Chups squeezes ‘Forever Fun’ into these bite-sized treats, with both variants offering a delicious, mixed fruity flavour. Chupa Chups Bites are rainbow-coloured delights, whilst Tubes promise a fizzy treat with a sour core, both covered in sour dusting for extra oomph.

New Bites and Tubes are available in 120g PMPs, for the affordable price of £1.25, 130g bags and 30g singles.

With the Laces, Belts and Wands category, worth £93m, growing at 18 per cent, Chupa Chups Sour Bites & Tubes demonstrate a shrewd piece of confectionery innovation from the brand, currently valued at £17.7m and growing 14 per cent year-on-year.

“Following the buzz of Chupa Chups Belts and Laces earlier this year, we’re thrilled to grow our jellies offering with Sour Bites and Tubes,” Kim McMahon, brand manager at Chupa Chups, said.

“We pride ourselves in launching on-trend innovations, and this range taps into the rise in popularity of sour flavours, appealing to our adventurous young audience looking to experiment with new candy formats.”

To support the launch, Chupa Chups Sour Bites & Tubes will build on the success of the brand’s foray into gaming with an original Roblox world, Chupa Chups: Skate & Create. The game encourages players to skate and get creative, spreading street art inspired by the iconic flavours and colourways of Chupa Chups through a virtual city, building brand awareness by allowing players to express themselves through the brand. Influencer Skate and Create livestreams will highlight new Sour Bites and Tubes during game play, associating Chupa Chups’ new launch with the popular game world.

Chupa Chups: Skate and Create will be brought to life at this summer’s Barcode Festival, where Chupa Chups: Skate and Create will occupy one the event’s largest experiential brand activation. Here, Sour Bites and Tubes will receive its first sampling opportunity, ensuring the NPD benefits from the halo effect of Skate and Create’s vibrant installation at the festival.

“Alongside our new Roblox game, we have a packed summer of activity planned to ensure our target audience has every opportunity to trial and hear about the new range, including mass sampling at popular teen attractions and locations across the UK, and advertising on TikTok and Snapchat,” McMahon added.

Chupa Chups Sour Bites & Tubes will be rolled out nationwide across the grocery, wholesale and convenience channels between July and August.