Sour Patch Kids sweetens the deal in new Strawberry flavour

Confectionery brand unveils new flavour to line-up

Pack shots of Sour Patch Kids Strawberry.
Mondelēz International has strengthened its line-up for the Sour Patch Kids brand with the introduction of a new Strawberry variant.

GLOBAL snacks giant Mondelēz International has unveiled the latest addition to its Sour Patch Kids brand with a new Strawberry variant.

The new packs come in 130g hanging bag formats with an RRP of £1.50 per bag and will join the rest of the range which includes Original, Cola, Fruit Mix and Watermelon this month.

The new flavour also joins the brand’s line-up as Nielsen IQ data found that Sour Patch Kids had been performing well across the market and outpaced the total category with a growth of 51% year-on-year for the MAT to 1 June.

Jelly-style sweets have also been seeing something of a boost of popularity with consumers as a whole lately as well. Mintel has found that over three quarters of shoppers in the younger adult demographic will eat this type of sweet at least once a week, with sour variants in particular a popular choice for this.

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 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!”