Mondelez International has relaunched its Sour Patch Kids confectionery brand as a sugar-free gum, under the Stride brand, in an attempt to shake up the US gum market.
Sour Patch is well-known for its 'Sour Then Sweet taste', and is the leading all sour confectionery brand in the US.
Marcia Mogelonsky, director of insight at Mintel, told ConfectioneryNews that this might be a useful strategy, but only if it is done right: "It could work for Mondelez. But only if the gum delivers on the same promise of sour and sweet. If it does not mimic the Sour Patch Kids sensation, which is quite distinctive, it will not do well."
Stride Sour Patch Kids gum will reach US shelves in January 2014, available in Lime and Redberry flavours and retailing at $1.29 for a single pack and $2.89 for a multipack.
Before then, consumers can 'catch' the Sour Patch Kids in a digital scavenger hunt via clues posted on Twitter and Facebook, with the idea that Stride will then turn them into gum.
© 2013 - European Supermarket Magazine by Jenny Messenger