Caroline Mickler Ltd. has been appointed as the exclusive UK Licensing Agency on behalf of Surge Brands Inc, to develop a brand licensing campaign for Candy Dynamics Toxic Waste Hazardously Sour Candy.

“I am thrilled to be representing this dynamic brand which has a huge following,” said Caroline Mickler. “Launched in the UK in 2005 by distributor Newbridge Confectionery, the brand is recognized as the number one sour novelty product in the market place and has achieved extensive retail distribution including in Tesco, Sainsbury’s, Martin McColls, B&M, The Range, Home Bargains and Spar.”

Recent times have seen kids and adults alike take on the Toxic Waste extreme challenge, a game played where the winner is able to hold the ultra-sour candy in their mouth for at least 60 seconds and claim the honour of becoming a Full Toxie Head.

The challenges are uploaded on YouTube by fans of all ages.

Toxic Waste was featured on Channel 4’s “Heston Blumenthal Fantastical Food” as the Ultimate Super Sour Product currently available today.

Targeted licensed product categories will initially include Food & Beverage, Apparel & Accessories, Health & Beauty and gifts.