Sour Patch Kids has launched an exciting innovation that brings a literal glow to candy consumption. The new Glow Ups product line features the beloved gummy candies that actually glow under blacklight, thanks to ingenious use of edible confetti containing turmeric extract. Announced on March 4, 2025, these glowing treats will be available online starting March 5, with a wider release at major U.S. retailers later in March. The strawberry-watermelon flavor remains the focus of this innovative candy experience, letting fans enjoy the familiar sour-then-sweet profile they love while adding a visual element perfect for nighttime events and celebrations.
The Bright Idea Behind Glowing Candy
Sour Patch Kids has always been known for pushing candy boundaries, but Glow Ups takes this reputation to a whole new level. “The SOUR PATCH KIDS brand is known for its mischievous personality and willingness to experiment with new flavors and formats,” explained Grace Howard, Senior Brand Manager at Mondelēz International. This playful brand character has found perfect expression in candy that literally lights up under blacklight.
The science behind the glow is fascinating – edible confetti containing turmeric extract creates the luminescent effect without altering the candy’s taste. This innovation ensures that while the visual experience is enhanced, the beloved strawberry-watermelon flavor remains uncompromised. The result is a multi-sensory treat that delivers on both taste and visual appeal.
For fans of Sour Patch Kids dietary options, this new product maintains the brand’s signature texture and flavor profile. The glowing effect works