Sally Williams launches the world’s first sour nougat with a playful new “Taste The Tingle” campaign

South African confectionery brand Sally Williams Fine Foods is adding a playful twist to one of its most iconic treats with the launch of what it believes is the world’s first sour nougat range.

Available in three zingy flavour variants, the new Sally Williams Sour Nougat range combines the brand’s signature soft honey nougat with a subtle sour tingle designed to surprise tastebuds without overpowering them.

“Our new Sour Nougat range was created to bring a sense of fun, surprise and shared enjoyment to everyday moments,” says Mark Sack, managing director. “It still has the soft, indulgent Sally Williams nougat people know and love, but with an unexpected zingy twist that makes you want to go back for another bite.”

Launching under the campaign theme “Taste The Tingle”, the range is built around the idea that the experience is “sweet on the inside, sour on the outside”, bringing together playful flavour combinations with the premium nougat quality synonymous with Sally Williams.

The launch also marks a bold new direction for the brand, with a strong focus on family-friendly moments and everyday indulgence. From lunchbox treats and movie nights to kiddies’ parties and weekend snacks, the range has been developed to appeal to both children and adults looking for something a little different.

Sally Williams Fine Foods believes the playful flavour profile and colourful packaging will resonate strongly with families, especially children looking for exciting new treats and parents searching for feel-good additions to shared moments at home.

Designed around the kind of ‘pester power’ that starts in the sweet aisle and continues all the way to the checkout, the range taps into the excitement children feel when they discover something unexpected, playful and bold. From lunchboxes and movie nights to birthday parties and weekend treats, Sally Williams Fine Foods expects the new Sour Nougat range to quickly become a family favourite.

Each pack contains an assortment of the three flavour variants including Zingy Apple, Zingy Blueberry and Zingy Lemon, giving consumers a playful mix of flavours in every bag.

The treats are also gluten-free, offering families and snack lovers a more inclusive indulgence without compromising on flavour or the soft, signature Sally Williams nougat experience.

According to the iconic brand, the campaign has been intentionally designed around playful sensory experiences and family connection, with the aim to create moments that feel vibrant, light-hearted and memorable.

“We wanted this launch to feel joyful from the very first glance at the packaging to the moment someone takes a bite,” says Sack. “It is joyful, vibrant and a little unexpected – but at the heart of it, is still the same idea Sally Williams has always stood for: creating high-quality treats people genuinely enjoy sharing together.”