A Sweet Tradition on the Diamond
The Georgia Bulldogs baseball squad has turned a simple sweet into a rallying symbol that’s resonating far beyond the confines of Foley Field. After each run, players reach for a bright strip of tart sugar known as Sour Power Candy Belt, a ritual that’s quickly become the team’s signature celebration.
Originating in the Netherlands and distributed in the United States by Dorval Trading Company, the belts are stocked in Buc‑ee’s travel centers alongside a host of other confections, giving the brand an unexpected boost on the diamond.
From Dutch Factory to Southern Dugout
Scott Newman, a transfer outfielder who joined the roster last season, is credited with first introducing the candy to his teammates, recalling how a single bite sparked a tradition that now punctuates every scoring play.
Coach Wes Johnson, however, has stayed clear of the sugary ritual, citing a painful dental episode years ago that makes the sour chew a no‑go for him.
Athletic director Josh Brooks, after witnessing the team’s excitement, finally sampled a belt following a recent victory, describing the flavor as “a punch of nostalgia that fuels the crowd.”
The phenomenon has not gone unnoticed; the SEC Network featured the Bulldogs in a segment that highlighted the candy’s quirky role in modern college sports, while Dorval responded by sending a case of the belts to the team ahead of the NCAA Tournament.
Industry data shows non‑chocolate sweets now command nearly 41 % of the U.S. candy market, a trend that bodes well for Sour Power, whose straws and belts have been on store shelves since 1985 and at Buc‑ee’s since 2021.