By Natalie Mortimer | N/A

June 16, 2014 | 2 min read

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Mondelez-owned sweets brand Maynards has launched a new version of its Sour Patch sweets, Discovery Patch, featuring on-pack scanning and augmented reality technology.

By downloading the Maynards Discovery patch app, the four separately branded Discovery Patch packs, which include Patch Animals, Patch Body Parts, Patch Myths & Monsters and Patch Mini Creatures, all come to life after being scanned using a smartphone.

Users are then tasked to find 3D character pieces placed around their environment, read the clues and guess what they have found. The experience was created by Hi Mum! Said Dad.

Lizzy Huelsmann, senior brand manager of candy at Mondelez International, said: “We’re hoping to drive penetration amongst families with our unique and imaginative Maynards Discovery Patch launch. We think the fun shapes and delicious taste will make it something that families will love, giving their imagination something to chew on.

"Mums have told us that they think the product will be great for the whole family – they think it’s a really different product and love that it help them spend more quality time together while developing their children’s learning and creativity”.

The Discovery Patch product, available to buy now, is being supported by a £3m advertising campaign.

Maynards Mondelez Discovery Communications

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