Rowntree's marks Jelly Tots 60th birthday with Tangy spin-off

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Rowntree's Jelly Tots Tangy

Source: Nestlé

The sour spin-off has hit retailers in 140g sharing bags

Rowntree’s has launched a sour spin-off for Jelly Tots to coincide with the 60^th anniversary of the sweets.

Made with real fruit juice, Jelly Tots Tangy (rsp: £1.50) are vegan and offer a “vibrant and playful twist” on the classic treats.

They have rolled into retailers in 140g sharing bags.

“At Rowntree’s, we are dedicated to bringing joy and innovation to our fans,” said Rowntree’s senior brand manager Hayley Nixon.

The NPD would “resonate with both new and loyal fans alike”, said Nixon, adding: “It’s not just a sweet; it’s a fun experience to share and enjoy together!”

Indeed, the innovation is positioned to tap shoppers’ growing appetite for sour sweets.

Jon Hughes, UK MD of Britain’s leading sugar confectionery brand, Haribo, told The Grocer the brand’s top-selling sour Tangfastics sweets had delivered a “strong performance” in 2024.

Meanwhile, Mondelez-owned Sour Patch Kids shifted an extra 825,700kg and added £15.1m to its value [NIQ 52 w/e 7 September 2024].

Speaking on Sour Patch Kids’ success, Mondelez trade communications manager Susan Nash told The Grocer “Gen Z and younger millennial shoppers” were “showing a clear interest in something new within sour sweets”.

Jelly Tots Tangy isn’t Rowntree’s’ first venture into sour sweets. It launched a sour spin-off for Randoms – Fizzy Cactuz – in February 2024.