# Limited-Edition Candy Deliveries The IT'SUGAR 'Pucker Up' Sour Mystery Box x Joely Live is Tasty By Michael Hemsworth | Published 2025-01-24 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/pucker-up-sour-mystery-box-x-joely-live References: [snackandbakery](https://www.snackandbakery.com/articles/112907-itsugar-introduces-pucker-up-sour-mystery-box) & [itsugar](https://itsugar.com)  The [IT'SUGAR](https://www.trendhunter.com/trends/itsugar-chewsyourmix) 'Pucker Up' Sour Mystery Box x Joely Live has been created by the specialty candy retailer in collaboration with the namesake model and host to provide consumers with a tart way to satisfy their sweet tooth. The limited-edition candy box is packed with a variety of sour candies that are all a surprise, but are reported to include sour gummies, hard candies, powders and more. The box is priced at $30 and is expected to come as a must-have amongst fans of the Pucker Up [YouTube](https://www.trendhunter.com/trends/sides-coffee) series hosted by Live. CEO Jarett Levan spoke on the IT'SUGAR 'Pucker Up' Sour Mystery Box x Joely Live saying, "At [IT’SUGAR](https://www.trendhunter.com/trends/itsugar-retro-sours), we’re passionate about creating bold, exciting ways for our customers to experience candy. The partnership with Joely Live and her Pucker Up series brings together two fan-favorite brands in a way that’s both innovative and fun. We’re thrilled to offer fans a chance to bring the sour challenge home with this exclusive Sour Mystery Box collaboration.” Image Credit: IT'SUGAR ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 41% | Activity: 51% | Freshness: 33% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Celebrity-centric Collaborations:** Leveraging the popularity and influence of celebrities, brands are creating exclusive product lines that tap into the fan base of the celebrity, enhancing product visibility and appeal. - **Mystery Boxes:** Offering consumers a surprise element in their purchases, mystery boxes are creating a unique buying experience that fosters excitement and anticipation. - **Sour Candy Craze:** The heightened demand for intense flavor experiences is driving the development of sour candy products that challenge and engage consumers' taste preferences. ### Where This Applies - **Confectionery Industry:** A surge in innovative packaging and interactive products is elevating the traditional candy market, catering to evolving consumer expectations for novelty and engagement. - **Digital Media Collaborations:** Partnerships between content creators and product brands are transforming marketing strategies by integrating multimedia experiences to reach wider audiences. - **Retail Distribution:** Specialty and limited-edition items are reshaping retail strategies, encouraging exclusive product launches that drive both online and in-store traffic. ## Related on Trend Hunter - [Candy-Inspired Gift Boxes](https://www.trendhunter.com/trends/the-candy-club.md) - [Collaboration Candy Bar Kits](https://www.trendhunter.com/trends/chocolate-bar-kit.md) - [Customized Candy Mix Experiences](https://www.trendhunter.com/trends/itsugar-chewsyourmix.md) - [Nostalgic Sour Candy Products](https://www.trendhunter.com/trends/itsugar-retro-sours.md) - [Sour Candy Challenges](https://www.trendhunter.com/trends/1up-candy.md) - [Sour Easter Snack Boxes](https://www.trendhunter.com/trends/cadbury-dairy-milk-sour-patch-kids.md) - [Sour Candy Squares](https://www.trendhunter.com/trends/jello-candy-squares.md) - [Soft-Textured Sour Candies](https://www.trendhunter.com/trends/chupa-chups-sour-candy.md) - [Celebratory Lollipop Candy Boxes](https://www.trendhunter.com/trends/sees-candies-lollypalooza-box.md)