HARIBO is unveiling a new line of sour gummies and has chosen Houston as the launch site, calling it “America’s Sourest City.
On Halloween night, 1,000 Houston residents will be among the first in the country to try the new HARIBO Sour Sodas before the national launch in November.
The new gummies are shaped like miniature soda bottles and feature three soda-inspired flavor combinations including Cherry-Cola, Lemon-Strawberry, and Peach-Blue Raspberry.
The new candy has a slightly crunchy outer layer and a soft center with what the brand describes as a “balanced sour intensity.”
“HARIBO Sour Sodas give fans exactly what they’ve been asking for: bold sour flavors in exciting combinations that make every bite an experience,” said Abigail Bennie, director of brand management at HARIBO.
Exclusive launch event on Halloween night
To mark the product’s debut, HARIBO’s mascot, Goldbear, will be handing out full-size bags of Sour Sodas at a single pop-up location in Houston Heights.
The event, which will take place on Halloween night, is the only one of its kind in the U.S. and will include what HARIBO calls “surprises for the whole family.” Only the first 1,000 guests will receive the candy ahead of its nationwide rollout.
HARIBO didn’t pick Houston at random; sales data from Circana shows the city leads the nation in sour gummi purchases, ahead of Miami, Dallas, Boston, and San Francisco.
The new HARIBO Sour Sodas will begin arriving at major retailers across the country starting in November.