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.

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“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.

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