Kraft Foods has launched its US confectionery brand Sour Patch Kids in the UK.
The company said it wanted to “inject some mischief back into the market” and has introduced Maynards Sour Patch Kids, a rebranded version of the US line.
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Kraft cited a raft of figures to provide a sales rationale for the launch. It said the GBP46m “sours” category was growing at 15% a year. Pocket candy sales, worth GBP453m in the UK, were up 8% year-on-year, it added.
“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,” Zoe Howe, senior brand manager for candy at Kraft, said.
The sweets will be sold in 45g and 160g bags.
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