San Bernardino, CA — Adams & Brooks, Inc.’s reports its Sour Punch Taffy has generated more than 7 million TikTok impressions from the beginning of the year through July. Multiple creator videos featuring the product surpassed 100,000 views, with the top-performing video in July generating 252,000 views.
Produced by Adams & Brooks under a licensing agreement with American Licorice Co., the product combines familiar Sour Punch flavors with a chewy taffy format.
Data from Sebago Distribution TikTok Analytics also show more than 140,000 views, 124,000 page visitors, 382 units sold, and more than $3,000 in gross merchandise value through July 31.
Adams & Brooks attributes the product’s social media appeal to its combination of sour flavor and taffy texture, along with the nostalgia associated with Sour Punch flavors. The company says the format provides an alternative to other sour candy offerings such as gummis and belts.
“What’s exciting about the response to Sour Punch Taffy is that consumers are discovering something familiar in a completely different format,” says Shelly Clarey, senior vice-president of sales and marketing at Adams & Brooks, Inc. “Sour Punch has such strong recognition for its sour flavors, and pairing those flavors with the chewy texture of taffy gives consumers a new experience. Seeing creators discover the product, share their reactions, and introduce it to new audiences shows how quickly social media can build excitement around a product.”
The company says the increased TikTok activity is also generating more searches and consumer inquiries for Sour Punch Taffy, as social media discovery builds awareness of the product.
The chews are available in strawberry, blue raspberry, and green apple varieties in pack formats including 1.5-ounce count-goods, seven-ounce peg bags, 8.75-ounce standup bags, 25-ounce standup bags, and three-pound bulk packs.
