The Sour Patch Kids brand is lighting up the candy aisle with its latest innovation: Sour Patch Kids Strawberry-Watermelon Glow Ups, the first-ever gummy candy that glows under blacklight. Coated with edible confetti that glows, these soft and chewy candies bring an experiential twist to Sour Patch Kids' signature sour-then-sweet sensation.

Each Sour Patch Kids Glow Ups candy is layered with special edible confetti that emits a fluorescent glow when under a blacklight due to the use of turmeric extract. While turmeric powers the glow, the extract is flavorless, allowing the new strawberry-watermelon flavor to 

For those without a blacklight on hand, the Sour Patch Kids brand is introducing an exclusive Snapchat filter, allowing fans to experience the glow using augmented reality. Snapchat users can scan the candy to see it glow as if under a blacklight – no extra equipment needed. Fans can also use the augmented reality experience in selfie mode and scan the packaging to watch their Sour Patch Kids Glow Ups appear on screen, dancing and glowing under a blacklight.

Sour Patch Kids Glow Ups is asvailable at all major national retailers in a 3.08oz small peg bag for an SRP of $1.24, and 6.7oz large peg bag for an SRP of $2.9