Kraft is meeting increased demand for sour sweets with the launch of Maynards Sour Patch Kids.

Featuring orange, lemon, raspberry, lime and blackcurrant flavours the sweets are available in 45g impulse bags (rrp: 50p) and 160g share bags (rrp: £1.52), targeting both on-the-go and Big Night In consumption occasions.

The sours category is valued at £46m and is growing 15% year-on-year, claims Kraft. The launch will be supported with pre-filled POS units, cinema and outdoor advertising and social media activity.

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