Shock flavors like Sour Patch Kids Oreos aim to keep brands relevant

Van Leeuwen Ice Cream usually draws customers with gourmet takes on classics like vanilla and pistachio. But occasionally, the artisanal ice cream maker headquartered in New York slips in what it calls a “shock flavor,” like Hidden Valley Ranch or pizza. Surprising flavor combinations—think gravy-flavored Jones Soda or Sour Patch Kids Oreos—are showing up more frequently in grocery stores and restaurant chains. Hershey recently introduced pink lemonade-flavored Kit Kats, while...