Maynards Bassetts is extending its hanging bags range with Wine Gums Tangy, which is now available to convenience retailers.
The new flavour is available in £1 price-marked 165g bags, as well as non-price-marked packs.
The brand will be backed by six weeks of TV advertising from May as part of a £6m marketing spend this year.
Katie Bashford, gums and sweets senior brand manager at Mondelez International, said: “Although 74% of adults are open to sour sweets, only 26% currently buy it. This shows a great opportunity to grow the category further.”