The SOUR PATCH KIDS brand is illuminating the confectionery aisle with its latest innovation: SOUR PATCH KIDS Strawberry-Watermelon Glow Ups, the first-ever gummy sweet that glows under blacklight. Coated with edible confetti that glows, these soft and chewy sweets add an experiential twist to SOUR PATCH KIDS’ signature sour-then-sweet sensation, making them a must-try for fans of bold, adventurous confectionery experiences.
Each SOUR PATCH KIDS Glow Ups sweet is layered with special edible confetti that emits a fluorescent glow under a blacklight, thanks to the use of turmeric extract. While turmeric powers the glow, the extract is completely flavourless, allowing the new, mouth-watering strawberry-watermelon flavour to take centre stage.
“The SOUR PATCH KIDS brand is known for its mischievous personality and willingness to experiment with new flavours and formats,” said Grace Howard, Senior Brand Manager, Mondelēz International. “With Glow Ups, we wanted to create a candy that goes beyond just taste—something that delivers a multi-sensory experience and surprises fans in a way only SOUR PATCH KIDS can. Bringing this idea to life was a journey fuelled by creativity, innovation and a lot of delicious experimentation. We can’t wait for fans to experience the glow for themselves.”
This playful sweet is the perfect addition to any event, from concerts and music festivals to gaming marathons and movie nights. SOUR PATCH KIDS Glow Ups are the ultimate treat for blacklight events, bringing a mischievous, glowing element to any celebration. Whether you’re enjoying them solo at home or sharing with friends, these glowing gummy sweets brighten up any occasion.
For those without a blacklight, the SOUR PATCH KIDS brand is introducing an exclusive Snapchat filter, allowing fans to experience the glow using augmented reality. Snapchat users can scan the sweet to see it glow as if under a blacklight – no extra equipment required. Fans can also use the augmented reality experience in selfie mode and scan the packaging to watch their SOUR PATCH KIDS Glow Ups appear on screen, dancing and glowing under a blacklight.
SOUR PATCH KIDS Glow Ups will be available online from Wednesday, 5th March, and at all major national retailers later in March in a 3.08 oz small peg bag for an SRP of $1.24 and a 6.7 oz large peg bag for an SRP of $2.98. For fans who can’t get enough of the strawberry-watermelon combination, Mondelēz International’s Swedish Fish® brand is also launching SWEDISH FISH® Mini Strawberry-Watermelon Glow Ups this March, offering the same glowing experience in a soft and chewy Swedish Fish format.
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Joseph Clarke
Editor, International Confectionery
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Email: editor@in-confectionery.com
