Sour Patch Kids launches new chewy candy
Flipping the script, the confection is sweet on the outside and sour on the inside.
Mondelēz International's Sour Patch Kids brand is aiming to flip consumers' eating experience by launching Sour Patch Kids Chews. The new candy has a soft and chewy texture, is individually wrapped, and is not shaped like classic Kids—it is sweet on the outside and have a burst of sour sanding on the inside.
"We know consumers want new textures and experiences when they're in the candy aisle, so we saw an opportunity to bring Sour Patch Kids signature sour to the world of chewy candy in a new and unique way," says Lauryn McDonough, senior director, candy, Mondelēz International. "After talking to Sour Patch Kids consumers, we learned that Sour Patch Kids Chews are what today's consumers are after— you can sink your teeth into them, there's a bold sensorial experience, and the texture is just right."
Sour Patch Kids Chews come in classic Sour Patch Kids flavors: Redberry, Blue Raspberry, Orange, Lemon, and Lime. They are available for purchase online and at major national retailers in a 1.9-oz king size pack for an SRP of $2.49, a 2.1-oz small peg bag for an SRP of $1.25, a 5.1-oz large peg bag for an SRP of $3.29, and an 8.1-oz small standup bag for an SRP of $5.09.
This new format from Sour Patch Kids is also available in Swedish Fish flavors like classic red, Blue Raspberry, Orange, Lemon, and Lime.
An option for gamers, streamers
Eighty-seven percent of Gen Z say they play video games on devices such as smartphones, gaming consoles, or computers at least weekly, and Sour Patch Kids reportedly wanted to make a candy that fit their lifestyle (aka keeping controllers safe from sticky sour dust). The individually wrapped candies and sour on the inside means a shorter break from your controller due to sticky fingers, and more time battling your enemies and making game-winning plays, the brand says.
To celebrate the Sour Patch Kids Chews debut on shelf, the brand is teaming up with gaming streamers Cinna, Gleam, Typical Gamer, DougDoug, JeromeASF, Juliakins, PartyArlie, and Caryn and Connie, bringing Sour Patch Kids Chews straight to the livestream on Twitch and YouTube. From May through June, gaming partners will highlight new Sour Patch Kids Chews while taking on sweet then sour challenges in a brand new Mischief Mode experience—reportedly a wild, interactive gaming experience where consumers control the chaos. During select livestreams, viewers can participate in interactive moments to drive mischief and for the chance to win a gaming bundle, inclusive of a custom Sour Patch Kids Chews gaming controller, Sour Patch Kids Chews candy, and other merch.
Mondelēz International is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.
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