Nestlé is extending the Rowntree’s brand next month with the launch of Sour Pastilles.

The sweets, aimed at 25 to 35-year-olds, will join products from Haribo and Barratt in the sours confectionery category. Sales of sour singles have grown 14% y-o-y in grocery impulse [SymphonyIRI 52w/e 29 January 2011].

Sold in 48g bags (rsp: 45p), Sour Pastilles have no artificial colours, flavours or preservatives, contain 25% real fruit juice and come in lime, blackcurrant, pineapple, cherry and melon flavours.