Hartley's Jelly Sours

Source: Hartley’s

The NPD has already rolled into Asda (rsp: 65p/125g)

Hartley’s has launched a line of sour jelly pots to appeal to “grown-up kids”.

Jelly Sours will debut with three flavours: Sour Strawberry, Sour Cherry and Sour Apple (rsp: 65p/125g).

They are made with real fruit juice, contain fewer than 100 calories and are HFSS-compliant.

The jellies have already rolled into Asda and will hit shelves in Tesco in May.

Billed as a “perfect everyday choice as a post-dinner pudding, lunchbox filler or afternoon snack”, the innovation was based on “ongoing consumer trends toward sweet and sour flavour combinations that more grown-up kids love”, said Hartley’s.

Hartley’s marketing & NPD director Ruth Snowdon Gough said the range had been developed “to bring something new and exciting to the category”.

“We know our current range of flavours is much-loved by younger children, but we wanted to create a range that enables the brand to appeal to a wider audience.”

Older children were “looking for more complex flavours that have playground appeal and Sours does exactly that” Snowdon Gough added.