Taste and color cavalcade By Mondelez

The timing might be surprising, as consumption of non-essential products has fallen and people are distrustful of closed venues. Yet so much fun, taste and experience awaits brand lovers that will help them forget the days of coronavirus lockdown.

The sweetest corner

Nestled between New York University’s campus and SoHo Shopping district, Bond Street and Broadway is transforming into the sweetest corner of the city, bringing all the color and flavor you’d expect from the SOUR PATCH KIDS brand. The Kids have no intention of leaving anytime soon and are making this location their permanent home for fans to enjoy– no pop-up shop here.

PRNewswire’s report details the attractions the brand dazzles those who enter here. The design, the colors, the ideas, the branded souvenirs all evoke an American dream world, moving all senses.

A real special candy store

The SOUR PATCH KIDS store is operated by IT’SUGAR, the largest specialty candy retailer in the world.

“It’s incredibly exciting to collaborate with Mondelēz International as we launch the World’s First SOUR PATCH KIDS branded Store,'” said Jeff Rubin, CEO of IT’SUGAR. “The concept behind this store is about bringing the beloved SOUR PATCH KIDS brand to life through exclusive products and unique experiences.”

In the middle of the sales area, different flavor variants of the iconic candy come down from colored tubes so that each visitor can create their own unique package from their favorites. You can immediately choose a box in the shape of a Statue of Liberty, watermelon, strawberry or Sour Patch Kids figurine. You can also choose a shopping bag from the limited edition souvenirs, in which you can take all your branded items home. Socks, T-shirts, bags, boxes, mugs, pillows, water bottles, figurines, and even lipstick packages integrated with a keychain, which appear in the flavors of the candies, are also waiting for the shoppers. At one of the walls, fans can take photos with a red candy shape by boarding a typical New York yellow taxi.

Bar with sweet compositions

A sweets bar has been set up in a central location, where miracles dreamed up by chefs await the shoppers. Six cooling ice cream specialties, four desserts, a smoothie and a shake turbo ​​with a rainbow cake slice are on the menu, with telling names and craving photos. Treats are currently available only to-go menu until the city permits indoor dining. The store has lowered its maximum capacity to allow enough room for social distancing, and all visitors are required to wear face coverings. At the SOUR PATCH KIDS candy station, tongs and scoops are regularly sanitized, and visitors who want to create their own candy mix are required to use disposable gloves.

“We’re excited for the Kids to bring their playful, sour-then-sweet attitude to the Big Apple and make their mark with the first-ever SOUR PATCH KIDS store,” said Danielle Freid, Brand Manager of SOUR PATCH KIDS brand. “We created this new experience for our fans to engage with the SOUR PATCH KIDS brand on a whole new level, but of course understand that these are uncertain times. With this store as our new permanent home, we want our fans to know that the Kids aren’t going anywhere. We welcome visitors to join us for a colorful, flavorful experience whenever they’re ready to explore the city again.”

Experience online

Those who would rather not make the trip in person can head to sourpatchkids.com to create their very own SOUR PATCH KIDS mix, personalize their pack and ship it directly to their front door. Once the package is delivered, the flavors can be enjoyed in the same way, although the full experience can only really be enjoyed by visiting the store.