Sour Patch Kids Defied Skeptics, Successfully Opening a Physical Shop in a Pandemic

And it's not the only way the sour-then-sweet candy brand is experimenting

yellow background with colorful sour patch kids climbing around on a ladder
In the past 52-week period, sales of Sour Patch Kids have outpaced the non-chocolate candy category. Sour Patch Kids

You know them from their commercials. Tiny, naughty-but-nice anthropomorphic candies cause problems for people, such as dropping a dumbbell on a poor guy’s foot in the gym or blasting air horns when a young girl returns home past curfew. But then they offer some sort of endearing solution that approaches redemption.

@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.