King's no stranger to launching branded merchandise – the world having been treated to Candy Crush socks back in June.

However, it's surprising to learn that studio has only just linked up with the very product that lies at the heart of the aforementioned revenue raising smash: candy.

Four for all?

Launched with little fanfare via the studio's website, Candy Crush candy is currently available in four varieties – Color Bombs, Jelly Fish, Fruit Gummies and and Sour Fruit Gummies.

Promotion for the new range currently appears to be limited to a banner at the top of King.com that links to a selling page on US chain Dylan's Candy Bar's website.

As a result, it seems the range is currently limited to the US, though King's global presence in the west suggests it's surely only a matter of time before a global roll out is on the cards.

Candy Crush candy's launch comes at a time when King is increasingly looking to raise its profile with mainstream consumers, with TV ads promoting both Candy Crush Saga and more recent release Pet Rescue Saga now commonplace.