Sour Patch Kids unveils watermelon flavour

Sour Patch Kids watermelon flavour

Sour Patch Kids has launched a new Watermelon flavour, bring the number of variants in its UK range to four.

New Sour Patch Kids Watermelon is available now in shelf-ready cases of 10 with an RSP of £1.32 per 140g bag.

It joins existing variants Cola, Fruit Mix and Original in the Sour Patch Kids portfolio.

Each individual jelly sweet is watermelon-flavoured with a coating of sour sugar. Like the other variants, the flavour changes from sour to sweet. The taste is mirrored with a fun watermelon shape. The sweets contain no gelatine and have been certified vegan by the Vegan Society.

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

Anna Ulrich, Brand Manager for Sour Patch Kids at Mondelez International, commented: “We know sour jellies are incredibly popular with consumers already – growing at a higher rate than the category at 14%.

“Watermelon as a flavour has a 90% 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.”