Have you ever dropped a candy in a darkened movie theater? What about trying to sneak a treat in the middle of the night? With the new Sour Patch Kids Glow Ups, that perfectly puckered candy shines brightly in any and all situations.
While many people crave the flavor of Sour Patch Kids, the candy is more than just that sweet and sour flavor. The brand has capitalized on its mischievous side. Whether it is the playfulness of its characters or adding some unlikely humor to holiday celebrations, this food brand appreciates that fans crave more than just eating satisfaction. Fun with food will always create a loyal following.
The newest offering from the candy brand ventures down a path that few have considered, a glow in the dark candy. While chefs have played mind games with playful food interpretations and people are obsessed with “it is cake” moments, the reality is that glow in the dark food is a new concept.
Speaking about the new launch, Grace Howard, Senior Brand Manager, Mondelēz International said, "The Sour Patch Kids brand is known for its mischievous personality and willingness to experiment with new flavors and formats. 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."
What are the new Sour Patch Kids Glow Ups?
The new Sour Patch Kids Glow Ups take the classic candy and add a layer of edible confetti. That ingredient glows under a black light. According to the brand, the “turmeric powers the glows” under the specific circumstances. The first time that people see the experience, they will be surprised.
While the images are fun, a couple items need to be clarified. First, the added ingredient is tasteless. No one has to worry about their favorite candy’s flavor being altered. Second, there is no harm in eating this ingredient. It is simply a fun chemical reaction.
The Glow Ups are available only in a Strawberry Watermelon flavor. Although a glowing blue Kid might have had more alien implications, this flavor combination is more approachable to a wider audience.
Thinking about this idea, it plays well into the Sour Patch Kids fun factor. Who hasn’t watched peppermints spark in the dark, watched gummy candy crackle when freeze dried, or put food in a microwave to see the reaction. Fun with food does not have to be a food fight. Seeing that favorite candy in a new light can make it taste even better all over again.
Ready to grab that black light and see the glow? More importantly, what other curious food could be paired with the Sour Patch Kids to make the ultimate colorful sweet expression. Everyone will have to wait and see.
The Sour Patch Kids Glow Ups will be available online starting March 5, 2025. Additionally, Swedish Fish will be offering its version of Glow Ups in March. Check online or with retailers for availability and pricing.