SOUR PATCH KIDS® Introduces Glow Ups: The First-Ever Gummy Candy that Glows Under Blacklight

Rhea-AI Summary

Mondelēz International (MDLZ) has announced the launch of SOUR PATCH KIDS Strawberry-Watermelon Glow Ups, the first-ever gummy candy that glows under blacklight. The innovative product features edible confetti containing turmeric extract that creates a fluorescent effect while maintaining the brand's signature sour-then-sweet taste profile.

The product will be available online starting March 5th, 2025, followed by a nationwide retail rollout later in March. The candy will be sold in two sizes: a 3.08 oz bag at $1.24 SRP and a 6.7 oz bag at $2.98 SRP. The launch includes an exclusive Snapchat filter allowing consumers to experience the glow effect through augmented reality.

Additionally, Mondelēz's Swedish Fish brand will simultaneously release SWEDISH FISH Mini Strawberry-Watermelon Glow Ups with similar glowing features.

Positive

• Product innovation expanding MDLZ's candy portfolio
• Multiple size options and price points for market accessibility
• Cross-brand strategy with simultaneous Swedish Fish variant launch
• Digital marketing integration through Snapchat AR feature

Negative

• initial flavor variety
• Specialized lighting requirement for full product experience

The brand's latest innovation features edible confetti containing turmeric extract, which gives it an unforgettable glow

EAST HANOVER, N.J., March 4, 2025 /PRNewswire/ -- The SOUR PATCH KIDS brand is lighting up the candy aisle with its latest innovation: SOUR PATCH KIDS Strawberry-Watermelon Glow Ups, the first-ever gummy candy that glows under blacklight. Coated with edible confetti that glows, these soft and chewy candies bring an experiential twist to SOUR PATCH KIDS' signature sour-then-sweet sensation, making them a must-try for fans of bold, adventurous candy experiences.  

Each SOUR PATCH KIDS Glow Ups candy is layered with special edible confetti that emits a fluorescent glow when under a blacklight due to the use of turmeric extract. While turmeric powers the glow, the extract is completely flavorless, allowing the new, mouth-watering strawberry-watermelon flavor to shine through.

"The SOUR PATCH KIDS brand is known for its mischievous personality and willingness to experiment with new flavors 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 fueled by creativity, innovation and a lot of delicious experimentation. We can't wait for fans to experience the glow for themselves."

This playful candy 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 the celebration. Whether you're snacking solo at home or sharing with friends, these glowing gummy candies light up any occasion.

For those without a blacklight on hand, 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 candy to see it glow as if under a blacklight – no extra equipment needed. 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 on Wednesday, March 5^th, and at all major national retailers later in March in a 3.08 oz small peg bag for an SRP of $1.24 and 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.

For more information about SOUR PATCH KIDS, please visit https://sourpatchkids.com/. 

About Mondelēz International   
Mondelēz International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world. With 2024 net revenues of approximately $36.4 billion, MDLZ is leading the future of snacking with iconic global and local brands such as Oreo, Ritz, LU, Clif Bar and Tate's Bake Shop biscuits and baked snacks, as well as Cadbury Dairy Milk, Milka and Toblerone chocolate. Mondelēz International is a proud member of the Standard and Poor's 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com or follow the company on Twitter at www.twitter.com/MDLZ. 

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SOURCE Mondelēz International

FAQ

When will SOUR PATCH KIDS Glow Ups be available in stores and at what price?

The product launches online March 5th, 2025, and in major retailers later in March. Prices are $1.24 for 3.08 oz bags and $2.98 for 6.7 oz bags.

How does the glowing effect in MDLZ's new SOUR PATCH KIDS Glow Ups work?

The glowing effect is achieved through edible confetti containing turmeric extract, which emits a fluorescent glow under blacklight without affecting the candy's flavor.

What flavors are available in the new SOUR PATCH KIDS Glow Ups product line?

The new Glow Ups are available in Strawberry-Watermelon flavor combination.

How can consumers experience the glowing effect without a blacklight?

Consumers can use an exclusive Snapchat filter that creates an augmented reality experience showing the glowing effect.