The brand is aiming to engage a younger generation of consumers through a new communication platform, leaning into the candy's gourmet flavors and social spirit, it says.
The new portfolio reportedly marks the brand's biggest step yet by offering health-conscious consumers a gummy candy with high-quality, real organic ingredients.
Running now through August, the "Sour Up and Win" program features a collectable series of candy packs that unlock in-game content for three marquee titles.
The program aims to help young professionals across the confectionery industry access networking and professional development opportunities to gain career experience.