New Sour Patch Kids Grapegels Mark Brand’s First Foray into Single-Flavor Gummy Format

Mondelēz International has introduced a new product to its popular Sour Patch Kids lineup, marking a first for the iconic brand. The new Sour Patch Kids Grapegels are the brand’s first-ever single-flavor offering in a unique gummy format, a strategic move to innovate within one of the candy market’s most established names. The product is now available nationwide. The launch represents a significant brand extension, deviating from the classic multi-flavor mix and kid-shaped chews that have defined Sour Patch Kids for decades. This new entry focuses solely on a grape flavor profile and introduces a different texture, which the company describes as a “soft, chewy gummy.”

A First for the ‘Sour Then Sweet’ Brand

For nearly 40 years, Sour Patch Kids has been synonymous with its assorted fruit flavors including lime, lemon, orange, and raspberry packaged together. The introduction of Sour Patch Kids Grapegels breaks this long-standing tradition by offering consumers a pack dedicated entirely to one flavor, a strategy aimed at capturing fans of grape-flavored confections.

With the launch of Sour Patch Kids Grapegels, we’re excited to bring a new flavor and shape to our fans a first for the brand in the gummy candy space,” said Jenna Carls, senior brand manager for Sour Patch Kids at Mondelēz International, in a company statement. Carls noted that the brand is responding to consumer desire for “new and exciting sensory experiences. The move to a single flavor allows the brand to test consumer interest in dedicated flavor profiles, a tactic common in the beverage and snack industries but less so for legacy candy brands known for their mixes.

Flavor Profile and Product Design

The new candy distinguishes itself not only by flavor but also by form and texture. Unlike the original product’s amorphous “kid” shape and rough, sour sugar coating, the Grapegels are designed to look like small bunches of grapes. The texture is described as a gelatin-based gummy, which differs from the starch-based chew of the original.

According to Mondelēz, the candy will still deliver the brand’s signature “sour then sweet” taste sequence. The product will be sold in two sizes: a 3.6-ounce peg bag and a larger 5.5-ounce peg bag. The new candy is currently rolling out to major retailers across the United States.

Strategic Move in a Competitive Confectionery Market

The launch of Sour Patch Kids Grapegels comes as competition in the non-chocolate confectionery market remains intense. The gummy candy segment, in particular, has seen consistent growth as consumers gravitate towards chewy textures. According to a 2024 market report from research firm Mordor Intelligence, the global gummy market is projected to grow significantly, driven by flavor innovation and new product formats.

By extending a well-established brand like Sour Patch Kids into a new format, Mondelēz International is leveraging its brand equity to capture a larger share of this growing segment. Food industry analysts suggest that such brand extensions are a lower-risk method of innovation compared to launching a new brand entirely.

“Legacy brands like Sour Patch Kids need to evolve to stay relevant with younger consumers whose preferences are constantly changing,” said Dr. Eleanor Vance, a food marketing researcher at Cornell University. “A single-flavor, new-texture product like this is a smart way to generate buzz and appeal to a slightly different consumer segment without alienating the core fan base.”

A Brief History of the Brand

The product now known as Sour Patch Kids was originally created in the 1970s by Frank Galatolie of Jaret International and was first named Mars Men. The candy was rebranded and introduced to the U.S. market in 1985 as Sour Patch Kids, capitalizing on the popularity of Cabbage Patch Kids dolls at the time.

Over the years, the brand has expanded its offerings to include variations like Sour Patch Kids Watermelon, Sour Patch Kids Extreme, and various limited-edition flavor mixes. However, the Grapegels product represents the first time the core brand has isolated a single flavor in a distinct gummy form for a permanent product line. As the new candy makes its way to store shelves, Mondelēz International will be closely watching its performance. The success of Grapegels could determine whether the company pursues other single-flavor or new-format innovations for one of its flagship candy brands, potentially paving the way for more changes to the classic “sour then sweet” experience.

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