Kraft Foods has launched a gum called Stride Spark, a product containing vitamins B6 and B12, in the US.

The manufacturer said yesterday (10 February) that the product will come in two varieties – Kinetic Mint and Kinetic Fruit.

Kraft said the range was developed based on consumer research that found that “Americans are looking for products that taste great and fit into their everyday on-the-go lifestyle”. The products, the US food giant said, contain 25% of the recommended daily value of vitamins B6 and B12.

“Consumers are looking to add oomph into their day-to-day activities wherever they can,” said Stride marketing director Gary Osifchin. “We’ve developed Stride Spark in direct response to this demand, giving them an easy way to not only help meet their daily requirement of nutrients, but also provide a great-tasting gum with long-lasting flavour.”

The company said the Spark is the 14th addition to the Stride portfolio, which was launched in 2006 and features long-lasting flavours.

The launch will be supported by a “360 degree marketing programme” with creative by JWT New York that will run from this month. The campaign will include TV, digital and social media programming, national consumer promotions, Hispanic marketing and public relations support.

It will be sold for a recommended retail price of US$1.49.