The fast-growing[i] Sour Patch Kids range – a brand with a global heritage spanning over 50 years – will be joined by a fourth variant arriving in the UK in February. New Sour Patch Kids Watermelon will tantalise shoppers’ tastebuds with a sweet, watermelon flavour and a tangy blast, adding a unique proposition to a retailer’s confectionery offering.

The new Sour Patch Kids Watermelon bags will offer shoppers an affordable and delicious authentic candy treat with an RRP of £1.32*. The sweets also contain no gelatine and have been certified vegan by the Vegan Society, helping retailers to tap into this growing trend. With 500,000 participants in last year’s Veganuary – double the number of participants from the year before – the increasing public appetite for plant-based alternatives has never been more apparent. The Watermelon flavour joins Sour Patch Kids Cola, Fruit Mix and original as the latest addition to this growing portfolio.

Available in 140g bags, each individual jelly sweet is watermelon-flavoured with a coating of sour sugar. Like fellow-members of the much-loved Sour Patch Kids portfolio, the flavour changes from sour to sweet providing a sensory experience for consumers. The taste is mirrored with a fun watermelon shape, adding to the playfulness of the brand and providing the perfect sweet treat for shoppers.

The Sour Patch Kids range is growing exponentially in the UK; in the past year alone sales have grown by 56%[ii] making it the fastest-growing joyful candy brand on the market[iii]. The new bags carry Sour Patch Kids’ iconic design tying in with the rest of the portfolio, with the vibrant colours helping capture shoppers’ attention and allowing for strong-standout on shelf.

Anna Ulrich, Brand Manager for Sour Patch Kids at Mondel?z International, says: “We know sour jellies are incredibly popular with consumers already – growing at a higher rate than the category, at 14%[iv]. The launch will help to bring shoppers into the category incrementally, being particularly appealing to younger adults[v]. This means Sour Patch Kids Watermelon are set to drive retailers’ sales in this segment even further. Watermelon as a flavour has a 90%[vi] appeal with consumers so with its vegan certification we’re certain Sour Patch Kids Watermelon will be a hit by meeting the needs of a wide range of shoppers.”

To make the most of the new launch, retailers should site new Sour Patch Kids Watermelon in its single-faced SRP within their sour candy range and alongside the rest of the iconic Sour Patch Kids bags to capture shoppers’ attention.

[i] Nielsen Joyful Candy database, value sales MAT – 52 WE 04.12.21

[ii] Nielsen Joyful Candy database, value sales MAT – 52 WE 04.12.21

[iii] Nielsen Joyful Candy database, value sales MAT – 52 WE 04.12.21

[iv] Nielsen Candy Technology database, value sales MAT – 52 WE 04.12.21

[v] IFF study SCI INSIGHTS 2021, Online consumer research – Refreshing Candy Flavours, N=203, UK (2020)

[vi] IFF study SCI INSIGHTS 2021, Online consumer research – Refreshing Candy Flavours, N=203, UK (2020)

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