Mondelēz-owned confectionery brand Sour Patch Kids has added a new limited-edition Blue Raspberry flavour to its lineup of sour sweets.
Sour Patch Kids Blue Raspberry will be available for a limited period of one year, sitting alongside the brand’s UK range, which also includes Original, Cola, Watermelon, Fruit Mix and 2024 NPD, Strawberry. Available in PMP and non-PMP packs, the newest addition is vegan and will be available in 130g bags with an RRP of £1.50 in line with the wider Sour Patch Kids range.
The new flavour joins the brand’s portfolio at a time when it’s performing strongly across the market, outpacing the category with growth of 26.9% year-on-year.
Also launching is Sour Patch Kids Original 275g, adding a larger pack size alongside Sour Patch Kids Original 130g.
Cieran James, Brand Manager for Sour Patch Kids at Mondelēz International, said: “The growth in this category and consumers’ love of raspberry flavour means there is a real opportunity for an established and thriving brand like Sour Patch Kids to bring exciting, considered innovation to the confectionery fixture. This is our first new flavour addition in the UK since Strawberry – we can’t wait to hear what retailers, and their shoppers think!”
The launch will be supported by in-store activation and organic social media.
