Sour Patch Kids unveil latest flavour addition

Sour Patch Kids has unveiled a brand-new addition to its flavour line-up in the UK with its latest launch – Sour Patch Kids Strawberry. The new flavour joins the brand’s range at a time when it’s performing incredibly strongly across the market, even outpacing the category with growth of 51 per cent year-on-year.

Jelly-style sweets over-index with younger adult consumers; in fact, over three quarters of shoppers in this demographic eat this type of sweet at least once a week. However, research also indicates that these shoppers are showing a clear interest in something new within sour sweets. Sour Patch Kids Strawberry is ideally placed to tap into this clear demand with something new and tantalisingly sour.

“The growth in this category means there is a real opportunity for an established and thriving brand like Sour Patch Kids to drive incremental sales for retailers by bringing insightful innovation to the confectionery fixture; and our new Strawberry flavour is set to do just that," said Cieran James, Brand Manager for Sour Patch Kids at Mondelēz International. "This is our first new flavour addition in the UK since Watermelon – which generated impressive results – and as Strawberry is the number one fruit flavour in the category this deliciously sour treat is set to fly off shelves. We can’t wait to hear what retailers and their shoppers think!”

Sour Patch Kids Strawberry joins the brand’s UK range which also includes Original, Cola, Fruit Mix and 2022 NPD, Watermelon. Available from July, the newest addition will be available in 130g bags with an RRP of £1.50 in line with the other flavours.

Product information:

Sour Patch Kids Strawberry
ATO: July 2024
Weight: 130g
RRP: £1.50