Sour Patch Kids offers key summer release, as wider category booms

Sour Patch and Oreo went hand in hand on the Mondelez stand at the Sweets & Snacks Expo and are due to link for a special edition line. Pic: Neill Barston

The key Sour Patch Kids series has unpacked a fresh addition to its flavour line-up in the UK with its latest launch in the form of a new strawberry flavour, as the Mondelez brand continues to enhance its market share, writes Neill Barston.

This was evident at the recent Sweets & Snacks Expo in the US, where the brand played a prominent role for the company as part of its appearance at the major US event (pictured main image by its stand at this year’s show).


According to the business, the broader category is experiencing notable growth – witnessing 51% year-on-year improvements, which places it as the most rapidly expanding segment.

Significantly, Mondelez noted that jelly sweets continue to enjoy high levels of popularity with younger adults, with over three quarters of shoppers in this demographic eat this type of treat 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.

Sour Patch was a huge hit at this year’s Sweets & Snacks Expo

Cieran James, Brand Manager for Sour Patch Kids at Mondelēz International, said: “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. 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.

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