Kraft Foods Inc. is debuting a gum with package and stick designs aimed at teenagers.


Kraft Foods, iD gum, Stride gum, Stride Mintacular, Shaun White, Tropical Trance, Chips Ahoy, Oreo cookies, Ultimate Heat corn nuts, Irene Rosenfeld














































































































































































































































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iD gum from Kraft targets teen market

May 31st, 2012

NORTHFIELD, Ill. – Kraft Foods Inc. is debuting a gum with package and stick designs aimed at teenagers.

Considered as Kraft's most significant gum launch in years, iD gum is a subbrand of the company's Stride gum and comes in similar packaging. However, the 14-stick packs of iD display original art, and each stick is imprinted with its own colorful design.

The sleek, innovative folding pack features a new and unexpected magnetic closure that “puts discovery into action for teens,” according to Kraft.

The gum comes in spearmint, peppermint and berry melon flavors, and has a suggested retail price of $1.69 a pack.

The packaging positions the gum to compete with Wm. Wrigley Jr. Co.’s 5 brand.

Kraft also reportedly plans to introduce Stride Mintacular, with packaging featuring snowboarding star Shaun White, and Tropical Trance, as well as oversized Chips Ahoy and Oreo cookies and Ultimate Heat corn nuts.

Notwithstanding a solid first quarter overall, Kraft’s gum and candy segment rose a disappointing 1% globally.

“Frankly, it’s taken us longer to change gum’s trajectory than we had anticipated, largely due to the sluggishness of the macroenvironment,” chairman and chief executive officer Irene Rosenfeld stated.

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