Mondelez is introducing a new watermelon flavour for its Sour Patch Kids.The new flavour joins the Cola, Fruit Mix, and Original as the latest addition to the portfolio and is also completely vegan with no gelatine.

Available in 140g bags, rrp £1.42, each individual jelly sweet is watermelon-flavoured and shaped, with a coating of sour sugar. Sour Patch Kids brand manager, Anna Ulrich, said: “We know sour jellies are incredibly popular with consumers already – growing at a higher rate than the category, at 14% (Nielsen). The launch will help to bring shoppers into the category incrementally, being particularly appealing to younger adults. This means Sour Patch Kids Watermelon are set to drive retailers’ sales in this segment even further. Watermelon as a flavour has a 90% appeal with consumers so, with its vegan certification, we’re certain Sour Patch Kids Watermelon will be a hit by meeting the needs of a wide range of shoppers.”