The Sour Patch Kids brand is introducing a mystery flavor for the first time and is inviting fans to play detective for a chance to win $50,000 and other instant prizes.

"The Sour Patch Kids brand loves to stir up mischief – and that's exactly what we're doing with this Sour Patch Kids Mystery Flavor drop," said Mili Laddha, associate director of marketing, Sour Patch Kids at Mondelēz International. "We're always looking for ways to get our loyal fans involved in what we're doing, which is why we're bringing them in on the fun with cryptic clues, social media takeovers and more." 

Fans won’t be alone in making their guesses. The Mystery Kid will leave clues on Sour Patch Kids packaging, social media channels (TikTok, Twitter, Instagram, Facebook) and in-store displays. Every week through July, the Mystery Kid will take over the Sour Patch Kids social media to reveal new clues and call on fans to figure out the flavor. 

The other Kids will also make special appearances on social media by revealing random sour or sweet clues. These clues could be true or false, adding further mystery to the new Kid's flavor. In August, the Sour Patch Kids brand will unveil the mystery flavor and select one lucky winner of the grand prize of $50,000. 

Fans can visit Mystery.SourPatchKids.com to submit guesses and be automatically entered for the chance to win the grand-prize giveaway and instant prizes. To stay clued into updates on the Sour Patch Kids Mystery Flavor, be sure to follow the brand on social media.

The limited-edition mystery flavor is now available nationwide at participating retailers.