Sour Patch Kids Hit a new Stride

"Sour then sweet" experience coming to new gum

Published in CSP Daily News

EAST HANOVER, N.J. -- 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 Jan. 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 (Dec. 6 through Dec. 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.

Stride gum, launched in 2006, celebrates people who fearlessly live their lives and "do their thing." A Mondelez International brand, Stride offers a variety of products and flavors including Spearmint, Sweet Peppermint, Winterblue, Shaun White Whitemint and Spark Kinetic Mint.

Sour Patch Kids launched in 1985 and have long been a favorite among teens and young adults. Sour Patch is known for its sour-then-sweet taste. Today, Sour Patch is the No. 1-selling all-sour candy brand in the U.S. marketplace.

Mondelez International Inc. is a global snacking powerhouse, with 2012 revenue of $35 billion.

Keywords: 
candy, gum