From new formulations, collaboration and flavour maximisation, 2024 has seen new sour varieties hit the SKU concept boards and onto the shelves. Manufacturers have jumped onto the sour sales boom, with multinationals and start-ups getting in on the growing trend.
“When it comes to sour sweets, it’s all about finding that perfect balance between a bold sensory experience and real enjoyment,” says Kate Williams, founder of KW Marketing.
Selecting the sour sweet spot
Producers adding sour sweets onto their product portfolios make sweets sours by selecting from a core group of ingredients. Manufacturers achieve sourness using acids like citric acid, malic acid, fumaric acid or tartaric acid. “They are all carefully calibrated to create that iconic ‘pucker’ moment,” Williams says.
Currently, sour sweets popular in the confectionery space tend to fall into three main categories: sour gummy candy, sour hard candy and sour jellies. In 2024, Bonds Confectionery released its Sour Marshmallow Clouds, Chupa Chups launched Sour Bites and Sour Tubes, and brands unveiled new varieties to tie in with the Halloween sales season.
Yet, the ingredients selected to create them vary. Each ingredient offers something slightly different when it comes to providing the sour taste consumers want. So depending on the level of sourness, a brand is wanting to create, which determines the type of ingredient used in formulations.
Citric acid is one of the most common ingredients in sour sweets. As the name suggests, this sour acid is found naturally in citrus fruits such as lemons and grapefruits. It’s also found in smaller amounts in berries and some vegetables.
Tartaric acid is known as a more astringent type than the other sour organic acids, creating a more acidic and bitter flavour. Found in grapes and wine, as well as bananas and tamarinds, it is also used to make cream of tartar and baking powder.
Malic acid is known for providing manufacturers with an intense sour flavour profile. It can be found in granny mmith apples, apricots, cherries, and tomatoes. “The extreme flavor of sweets like Warheads is due to this organic, super sour acid,” says Vhari Russell, Founder of the Food Marketing Experts.
Apples, beans, carrots, and tomatoes contain trace amounts of fumaric acid. “Because of its low dissolvability, this acid is said to be the strongest and most sour-tasting,” adds Russell.
“What makes these sweets so clever is that the sour hit often comes in waves – from an intense first bite to a softer, sweeter finish – ensuring it’s memorable but not overwhelming,” says Williams
How sour is too sour?
“Understanding ‘how sour is too sour’ depends on your audience. “Gen Z and younger consumers crave extremes – sour challenges, dare-based eating, and treats that are as Instagrammable as they are bold,” says Williams.
There’s the perception that consumers may see sour-sweet eating as a type of challenge, based on who can consume the sourest sweet. “A percentage of customers thrive on the buzz from incredible sour sweets,” says Russell. These can also prompt engaging and memorable opportunities for brands on social media. “Many will find it a challenge to see how sour they can go, this is often prime content for TikTok and will often drive consumer shopping habits,” says Russell.
In October, better-for-you snack brand Final Boss Sour, which uses dried fruits and sour acids, secured a $3 million seed round. Its growing presence on the sour scene is reflected in its popularity on social, amassing over 275 million organic views across TikTok, YouTube, and Instagram. These figures mean they’ve surpassed larger sour-sweet brands, like Sour Patch Kids and Warheads. Then in November, sweet giant Hershey announced it has acquired sour sweet brand, Sour Strips, founded by social media personality, Maxx Chewning.
Partnerships like Warheads collaborating with soda brands or Sour Patch Kids teaming up with cereal companies show how sour can cross categories and stay culturally relevant.
“For older audiences, however, brands need to balance the intensity with nostalgic flavour profiles and broader appeal,” says Williams. Haribo celebrates this approach with its Tangfastics range or Chupa Chups’ sour lollies, striving to keep things adventurous yet familiar.
Appealing across generations
Sour sweets also mix new with nostalgia, adding to their generational appeal. For many consumers, candies of various textures pack a punch with their sourness and sensorial experience, while different flavours offer a taste preference. For other sweet shoppers, they will evoke childhood memories.
“I’ve noticed a real generational split in how sour sweets are marketed,” says Williams. For children and teens, confectionery brands focus on boldness, bright packaging and the thrill of pushing boundaries. For older consumers, the focus shifts to nostalgia, centering their campaigns on bringing back childhood memories of sour treats while teaming them up with flavours that feel approachable and balanced.
“Successful brands today are those that create excitement for the younger generation while offering enough familiarity for adults to join in the fun,” says Williams.
