NEW YORK — Stride gum is inviting teenage consumers to embrace their individuality with the launch of new ID gum.
The core of the ID gum brand focuses on the teen experience, believing it's better to explore individuality by staying open-minded rather than define themselves with a single identity, parent company Kraft Foods said. The gum is packaged in a sleek, innovative folding pack that features a magnetic closure. Once unwrapped, the pack reveals original artwork sourced from young emerging artists from around the world (there are 18 designs in total).
"Today's teens are really looking for that emotional connection with their brands and are hungry for new ways to explore and display their creativity and individuality," said Stephanie Wilkes, Vice president of North America confections at Kraft Foods. "The uniqueness of ID gum — from the artwork to the packaging to its online gaming experience — takes discovery and personal expression to a whole new level."
ID gum, which began shipping to retailers nationwide in August, carries a suggested retail price of $1.49 per single pack and $3.29 for the multi-pack. The line currently is available in peppermint, berry melon and spearmint varieties.