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Sour Patch Kids Gum
Transcript of Sour Patch Kids Gum
Sour. Sweet...NOT Gone?
More Breaking News...
Mostly spotted at the checkouts in grocery stores, convenient stores, and gas stations (Walgreens, Target, SaveMart, etc.)
A Winning Combination
Sour Patch Kids:
Created February 2005
"The Ridiculously Long Lasting Gum"
Created in 1985
#1 selling all sour candy in the U.S.
"Sour Then Sweet"
Global powerhouse in snacks (chocolate, biscuits, gum, candy and coffee)
Leader in this industry worldwide; offered in 165 countries
Stride gum and Sour Patch Kids candy co-brand a new product
Sour Patch Kids Stride gum in Redberry and Lime flavors
The gum was first spotted on shelves in January 2014
To reinvigorate Stride gum and capture the target audience with an exciting candy flavor
Stride has spent years revamping their brand image
Created hype about Sour Patch Kids gum through "digital gum hunt"
Stride already targets teens and young adults - this new product flavor will expand into the youth market
Addition of younger teens increases customer base
Creates a sense of exclusiveness for the brand by adding a new generation
Wrigley's dominates with 58% of the market share (includes brands such as Orbit and Extra)
Other challenges to the gum market:
- Tight budgets for teens and young adults
- Candy is first choice
- Skinny jeans (who would have thought?)
Potential Market Size
Younger demographic between ages 13-30
This age bracket is generally more health conscious
Here's a better alternative to candy - less calories and lasts longer
But Wait There's More...
Allows parents to give their young teens a better alternative than candy
Two highly recognized brands combined to create a unique flavor
Expanding flavors beyond the usual mint, bubblegum, or fruity creations
Why not let the consumers get creative?
Consumers create the designs for the next Stride package and vote for their favorite
Our Stride Design
What will you design?
Send it in
MK 188 - T, Th 2:00-3:50
New Product Evaluation By: