Trolli, the candy masterminds behind Sour Brite Crawlers, just dropped a colorful new twist for gummy fans everywhere: Sour Brite Squad. This playful trio of crawler-shaped gummies comes in fun new textures and trending berry-citrus flavors like Blackberry-Lime and Strawberry-Lemonade. After a limited release in late 2024, the Squad has now gone nationwide—and it’s not just about snacking. Trolli is leveling up with a gamer-focused sweepstakes in partnership with Elgato, offering candy lovers the chance to win the ultimate streaming setup.
Crawlers got a glow-up
Trolli officially launched Sour Brite Squad nationwide on May 6, 2025, following a successful soft rollout last year. The new gummies combine wild shapes, ridged textures, and high-impact flavor duos—perfect for candy lovers and snackers looking for a sensory thrill.
Flavor MVPs include:
- Blackberry-Lime
- Strawberry-Lemonade
- Raspberry-Orange
Available in 4.25 oz, 6.3 oz, and 12.3 oz packs, these sweet-and-sour treats hit shelves at $2.39 to $5.39.
Gummies meet gamers
To sweeten the deal, Trolli teamed up with Elgato, a top-tier name in gaming gear, for a giveaway that’ll make any streamer’s dreams come true. The Sour Brite Squad Sweepstakes includes a custom-built gaming setup decked out with a green screen, lighting gear, mic, and more.
“At Trolli, we don’t just make candy – we reimagine the possibilities of what candy can be. Following the success of Sour Electric Crawlers, the Sour Brite Squad is more than just a new product; it’s a statement. We’re pushing the boundaries of what consumers expect from Trolli by creating candy experiences that actively jolt the senses through unique shapes and flavors that are asking to be devoured anytime, anywhere.” Jessica Hunt, Senior Associate Brand Manager at Trolli. “
What’s Next in Gaming
Trolli’s push into gaming didn’t stop with its Elgato partnership. In March 2026, the brand significantly expanded this strategy through a nationwide collaboration with Xbox, launching the “Sour Up and Win” promotion. The campaign introduced limited-edition packs with in-game rewards across major titles, alongside a live “Sour House” activation at PAX East. The move signals a clear evolution from one-off sweepstakes to fully integrated gaming ecosystems that connect retail purchases with digital experiences and live events.
Flavor + fun = shelf power
This launch isn’t just another pack of gummies. It’s a strategic play in the world of flavor-forward, fun-first snacking. Trolli is clearly targeting Gen Z and younger millennials who crave interactive experiences, bold flavor combos, and a bit of friendly chaos in their snacks.
Candy Biz
- Candy gets crunchy: Texture is trending. Trolli’s new ridged gummies hit that multi-sensory sweet spot.
- Berry buzz: These citrus-berry pairings reflect what’s hot across CPG—from drinks to desserts.
- Culture collab: Gamers are a growing force in food marketing. This crossover with Elgato is no accident.
- Bite-sized excitement: Novelty in shapes, colors, and formats is driving repeat buys and trials.
Private label candy? Yes, please.
If you’re in wholesale, private label, or ingredient sourcing, now’s the time to take notes.
Think:
- Flavor mashups that pop
- Shapes and textures that stand out
- Campaigns that connect with niche-but-loyal fan bases
There’s real opportunity in bringing the fun factor to your own line, whether through custom candy collaborations or innovative sour formats.
Sweet finish: Squad goals unlocked
Trolli’s Sour Brite Squad isn’t just here to snack—it’s here to slay shelves, steal gamer hearts, and serve up flavor fireworks. With this launch, Trolli proves that candy isn’t just for kids—it’s for the culture.
Want to create your own next-gen gummy lineup? Hit us up to explore trending ingredients, private label solutions, and candy collabs that win.
