Carm Chermalo If you think you know your gummy aisle staples, think again. Mondelēz Canada has officially thrown out the candy playbook with the launch of SOUR PATCH KIDS CHEWS and MAYNARDS CHEWS and they’re completely redefining how we snack for the better.
Forget everything you know about the classic sour dusted kids even though I love them. This new release isn’t just a new texture; it’s a total flavor inversion.
SOUR PATCH KIDS Flips the Rules
We all know the iconic tagline: “Sour. Sweet. Gone.”
Well, SOUR PATCH KIDS CHEWS are turning that entire concept inside out. Instead of the signature kid-shaped gummy coated in mouth-puckering dust, these new candies are soft, individually wrapped chews featuring a sweet outer shell hiding a burst of sour sanding right in the center where the flavour hits.
It’s a “sweet, then sour” surprise your taste buds won’t see coming until you bite into it and I am here for it.
MAYNARDS Goes Soft & Portable
Sharing the spotlight are the new MAYNARDS CHEWS. Known for beloved Canadian corner store classics like Wine Gums and Swedish Berries, my favourites, MAYNARDS is packing those unmistakable, signature fruity profiles into a soft, chewy, grab-and-go format. Wrapped individually, they’re designed to be tossed into a backpack, gym bag, or car cup holder for a quick burst of nostalgia anytime.
“Canadians are looking for new textures and experiences in the candy aisle, and CHEWS gave us an opportunity to deliver something unexpected through two brands Canadians already know and love,” says Lexie Lubov, Brand Manager of Candy at Mondelēz Canada.
Built for Gamers: Bye-Bye, Sticky Controllers
There’s a clever design bonus behind these new chews: they’re mess-free. With an estimated 20 million gamers across Canada, SOUR PATCH KIDS designed this snack with controller hygiene in mind. Because the sour sanding is tucked safely inside the chew—and each piece comes individually wrapped—you can get your sour fix mid-match without coating your mouse, keyboard, or controller thumbsticks in sticky dust. To celebrate the launch, SOUR PATCH KIDS is diving headfirst into the Canadian gaming scene:
“Mischief Mode” on Twitch: Kicking off in mid-September, the brand is teaming up with Canadian gaming streamers for an interactive live experience where viewers can vote in real time on in-game challenges for creators to tackle.
Toronto Game Expo: Heading to the expo this fall? SOUR PATCH KIDS is an official sponsor of the event taking place November 7–8, bringing CHEWS straight to attendees on the showroom floor.
Where to Find Them
Ready to experience the flip for yourself? SOUR PATCH KIDS CHEWS and MAYNARDS CHEWS are rolling out now at participating retailers including Walmart Canada and convenience stores nationwide across Canada.
To keep up with Twitch drops, live events, and upcoming giveaways, follow along on Instagram and TikTok at @sourpatchkidsca.
Are you team “Sour Then Sweet” or down to try “Sweet Then Sour”? Let us know in the comments below!
