Sour Patch Kids launches Strawberry variety

• Product: Sour Patch Kids Strawberry
• Supplier: Mondelez International
• RRP: £1.50
• Available: July

Sour Patch Kids has added a Strawberry variety to its range as it looks to build on strong recent growth.

The new flavour launch comes as the brand is growing by 51% annually, outpacing overall category growth.

Jelly-style sweets over-index with younger adult consumers, with more than three-quarters of this demographic eating them at least once a week.

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However, the supplier says these shoppers are showing a clear interest in new flavours.

Cieran James, brand manager for Sour Patch Kids at Mondelez 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 – and as Strawberry is the number one fruit flavour 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!”

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