How Sour Patch Kids Became the Most Popular TikTok Snack Brand

How Sour Patch Kids Became the Most Popular TikTok Snack Brand

Date: July 28, 2021
Tags: #gen-z #sour-patch-kids #tiktok

Sour Patch Kids has more than 1 million followers on TikTok. That makes it the most-followed snack brand on the platform, according to its associate director of marketing, Mili Laddha.

The candy brand launched its TikTok page in June 2020 because that’s where its core consumers were, Laddha explained. TikTok gained in popularity amid the pandemic as people were stuck in lockdown, and it ended up being the most-downloaded app of 2020, according to analytics firm App Annie.


But also Monday, Tuesday, Wednesday, Thursday, Saturday and Sunday… #sourpatchkids #sourthensweet #fridayafternoonsnack #cheersmum

♬ original sound – Sour Patch Adults

Laddha and a brand manager handle Sour Patch Kids’ TikTok content, along with the agency 360i. Shelby Jacobs, social marketing and strategy manager at the agency, comes up with Sour Patch Kids’ TikTok strategy and content creation. Its PR partner is Ketchum.

The strategy is a mix of art and science, with the brand constantly keeping an eye on trends and consumer behaviors on TikTok.

The brand prefers putting its own Sour Patch Kids-spin on viral trends.


Prank. Post. You could win $1k and #sourpatchkids candy from the #SourPatchPrankFund

♬ original sound – Sour Patch Adults

“Last summer, a lot of people on TikTok were showing pictures of their fridges and all of the healthy foods in there,” said Laddha. “We had fun with that trend because we are a candy brand. So we opened our fridge and all you could see was candy.”

For the full story, visit  PRWeek –

Posted by: Faisal Hussain

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