SOUR PATCH KIDS is changing up its signature sweet-and-sour formula with the launch of new SOUR PATCH KIDS CHEWS, a softer candy that puts the sour on the inside instead of the outside.
Unlike classic SOUR PATCH KIDS candies, the new CHEWS come individually wrapped, feature a soft and chewy texture, and skip the familiar kid-shaped design entirely. The new format starts sweet before revealing a burst of sour sanding in the center.
According to Lauryn McDonough, the brand created the new candy to tap into growing demand for different candy textures and more sensory-driven snacking experiences.
The brand is also positioning the new candy as a gamer-friendly snack. Since the sour coating sits inside the candy rather than on the exterior, SOUR PATCH KIDS says players can snack during gaming sessions without covering controllers in sticky sour dust.
To promote the launch, the brand is teaming up with streamers including Typical Gamer, DOUGDOUG, and JeromeASF for interactive livestream events on Twitch and YouTube through May and June.
SOUR PATCH KIDS CHEWS come in classic flavors including Redberry, Blue Raspberry, Orange, Lemon, and Lime. The chewy format is also arriving in SWEDISH FISH flavors.
The new candies are rolling out now at major retailers nationwide in multiple package sizes ranging from $1.25 to $5.09 suggested pricing.