US: Mondelez launches Sour Patch Kids gum under Stride brand

By Katy Askew | 11 December 2013

Stride Sour Patch Kids gum

Stride Sour Patch Kids gum

Mondelez International has teamed two of its iconic confectionery brands to launch Stride Sour Patch Kids gum in the US.

The gum, available in Redberry and Lime flavours, will be on shelves throughout the US from the beginning of next year.

"We are thrilled to bring the Sour then Sweet experience to Stride gum," said Lauren Sella, senior brand manager for Stride at Mondelez International.

The launch is being supported by a digital campaign that asks consumers to "hunt" for the Sour Patch Kids so they can be turned into gum. The campaign will run across Twitter and Facebook and offers consumers the opportunity to win packs of gum before they are available in store.

Show the press release

Stride and Sour Patch Kids bring the iconic "Sour, then Sweet" experience to gum
Consumers can score a first taste before the product hits shelves through a digital scavenger hunt

EAST HANOVER, N.J., Dec. 10, 2013 /PRNewswire/ -- For the first time, the "sour, then sweet" experience of Sour Patch Kids will be available in gum, thanks to Stride. New Stride Sour Patch Kids gum will hit stores in January 2014 and will be available in Redberry and Lime flavors.

Fans that can't wait till January will have the chance to have a first taste by helping Stride to catch the Sour Patch Kids through a digital gum hunt. As expected, the Sour Patch Kids aren't on their best behavior. Stride is asking fans to help track down the escaped Sour Patch Kids so it can catch them and turn them into gum.

Consumers can visit Twitter or Facebook for their first clue. For two weeks (December 6 - December 19), fans will have the chance to win free packs of the new gum before it's available in stores. Fans should be on the lookout for clues posted from the Stride Twitter page (www.twitter.com/Stridegum), including photos, riddles and more to help catch the tricky kids and turn them into gum.

"We are thrilled to bring the Sour then Sweet experience to Stride gum," said Lauren Sella, Senior Brand Manager, Stride, Mondelez International. "Both brands have tremendous fans and we are counting on them to help us find the kids so we can turn them into delicious gum and bring this innovative product to market."
Stride Sour Patch Kids gum will be available nationwide beginning in January 2014. The MSRP is $1.29 for the single pack and $2.89 for the multi-pack.

Original source: Mondelez International

Sectors: Confectionery, NPD & innovation

Companies: Mondelez International

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