This autumn, Kraft Foods is launching Maynards Sour Patch Kids, a range of fruit flavoured candy characters.
This latest addition to the Kraft Foods candy portfolio has five colour and flavour offerings of orange, lemon, raspberry, lime and blackcurrant.
Each character’s taste offers a sour coating.
As with other sharing bags in the brand’s portfolio, the design features the Maynards logo highlighting the ‘sour then sweet’ taste.
This new offering will be available to order from 3rd September.
The new addition aims to bring added excitement to Kraft Foods’ current portfolio and is aimed at teens and families.
The product is available in a 160g sharing bag and 45g impulse size and with the trend for ‘On The Go’ and ‘Big Night In’, there is an opportunity for the growth of family-friendly sweets.
Sours is a category in growth worth over £46m in sales and a growing at 15% YoY.
Pocket candy packs have also achieved sales of £4m2.
The pocket candy category in the UK is now worth £453m, with manufacturer Kraft having a 24% market share; growing 8% YoY.
Zoe Howe, Senior Brand Manager for Candy at Kraft Foods said:
“Sour confectionery sharing bags are currently delivering considerable growth for the overall category, however we identified a need to bring a product to market that is relevant to teens and families, something a bit edgier, and Maynards Sour Patch Kids was the perfect candidate.
“We’re hoping to inject some mischief and fun back in to the market, with a product with youth relevance.
“We are constantly keeping up to date with consumer tastes and ensure that our sharing portfolio remains as relevant as ever, providing retailers with an exciting product offer for their shoppers.”
Kraft Foods is supporting the launch with a marketing investment from early September, which includes POS such as pre-filled units, experiential sampling activity, cinema advertising, outdoor advertising and social media.