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.

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.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.