Mondelēz International has unveiled a new addition to its Sour Patch Kids line-up in the UK with the launch of a Strawberry flavour.
It joins the brand’s range at a time when it is performing strongly across the market, with growth of 51% year-on-year.
Jelly-style sweets over-index with younger adult consumers and more than three-quarters of shoppers in this demographic eat this type of sweet at least once a week. However, research by Mondelēz found that these shoppers are showing a clear interest in something new in sour sweets. Sour Patch Kids Strawberry is aimed at tapping into this demand.
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. The new addition will be available in 130g bags with an RRP of £1.50.
