Mondelez International launches Sour Patch Kids Blue Raspberry

Mondelez International has introduced new limited-edition Sour Patch Kids Blue Raspberry flavour.

With 43% of consumers wanting sour flavours, and consumers looking for raspberry flavoured candy, the launch is expected to drive incremental sales for retailers.

Sour Patch Kids Blue Raspberry will be available for a limited period of one year, alongside the brand’s UK range which also includes Original, Cola, Watermelon, Fruit Mix and 2024 NPD Strawberry.

Available in PMP and non-PMP packs, the newest addition is vegan and comes in 130g bags with an rsp of £1.50 in line with the wider Sour Patch Kids range.

The new flavour joins the brand’s portfolio at a time when it is outpacing the category with growth of 26.9% year-on-year (Nielsen).

Cieran James, brand manager for Sour Patch Kids at Mondelez International, says: “The growth in this category and consumers’ love of raspberry flavour means there is a real opportunity for an established and thriving brand like Sour Patch Kids to bring exciting, considered innovation to the confectionery fixture.  This is our first new flavour addition in the UK since Strawberry – we can’t wait to hear what retailers, and their shoppers think!”

The launch will be supported by in-store activation and organic social media.

Also new is Sour Patch Kids Original 275g – a larger pack size that joins the existing 130g pack.