Perfetti Van Melle is extending its Chupa Chups portfolio with the addition of AirHeads Sour, as the brand moves to tap growing demand for tart flavours.
Available now, each 50g pack (rsp: 60p) contains bite-sized chewy candies in five flavours: apple, blueberry, cherry, lime, and orange. The launch follows last year’s introduction of AirHeads Fruit, which saw Chupa Chups make its debut in the bagged candies category as part of a strategy to add new formats to complement the lollipop for which the brand is best known.
“We are keen to maintain and grow excitement for the brand by providing shoppers with something new,” said Mark Roberts, UK trade marketing manager. “Our consumers are constantly looking for the latest innovation.”
AirHeads Sour has already proven “incredibly popular” in the US, claimed Roberts, adding: “We can’t wait to see how the UK market responds to our latest offering.”