Sour Patch Kids has unveiled a brand-new addition to its flavour line-up in the UK with its latest launch: Sour Patch Kids Strawberry. The new flavour joins the brand’s range at a time when it’s performing incredibly strongly across the market, even outpacing the category with growth of 51%[1] year-on-year.
Jelly-style sweets over-index with younger adult consumers; in fact, over three quarters of shoppers in this demographic eat this type of sweet at least once a week[2]. 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.
Cieran James, Brand Manager for Sour Patch Kids at Mondel?z 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[3] – and as Strawberry is the number one fruit flavour[4] 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.
*Recommended retail price, pricing is at the sole discretion of the retailer
[1] Nielsen IQ, Total Market Including Hard Discounters, MAT Data to w/e 01.06.24
[2] Mintel Sugar and Gum Confectionery UK 2023
[3] Over £4m in its first full year – Nielsen IQ, Total Cov. Inc Discounters, 25.06.24
[4] Mintel – A Year of Innovation in Sugar Confectionery – 2024
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