Kraft Foods announces launch of new gum containing vitamins B6, B12

Great taste, long lasting, and a new boost of flavor. Kraft Foods, the maker of Stride, The Ridiculously Long Lasting Gum, today announced the launch of Stride SPARK, a new gum containing vitamins B6 and B12.

Stride SPARK was developed based on consumer research that found Americans are looking for products that taste great and fit into their everyday on-the-go lifestyle. In response, Stride created two electrifying gum flavors – Kinetic Mint and Kinetic Fruit – containing 25 percent of the recommended daily value of vitamins B6 and B12, two essential nutrients known for helping to release energy in the body.

"Consumers are looking to add oomph into their day-to-day activities wherever they can," said Gary Osifchin, marketing director for Stride.  "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 flavor."

The introduction of Stride SPARK marks the 14th addition to the Stride portfolio since the brand's successful entry into the category in 2006.  Since its launch, Stride has continued to grow share in the highly competitive gum category, reaching 6.7 share in the latest four-week period, ending January 9, 2011.

Stride was developed with consumers in mind, and is based on research that identified consumers' biggest frustration with chewing gum was that the flavor didn't last long enough.  The brand's innovative long-lasting technology and great flavor helped make Stride gum an immediate hit. In fact, the launch of Stride was among the most successful and incremental offerings in the gum category.

"The introduction of Stride SPARK represents our continued commitment to delivering breakthrough innovation based on consumer needs and trends," said Osifchin.  "Stride SPARK was created for those moments when you need a little oomph, something our consumers are accustomed to with their busy lifestyles. This is exactly the kind of innovation they have come to expect from Stride."  

A unique, 360-degree marketing program will support the launch of Stride SPARK, including new advertising creative entitled "Library-Chewers Fight Back" – created by JWT New York - that will air nationally in February 2011. Additionally, digital and social media programming, national consumer promotions, Hispanic marketing and public relations support efforts are planned.

Stride SPARK, will be available in two unique flavors – "Kinetic Mint" and "Kinetic Fruit" – in convenience, mass merchandise, drug stores, grocery stores and other retail outlets nationwide beginning February 2011 for a suggested retail price of $1.49.