Stride Gum, the brand owned by US-based Kraft Foods, has introduced a new product - iD Gum - in three flavors: Peppermint, BerryMelon, and Spearmint.
The company noted that new gum celebrates teens' creativity and thirst for discovery and individuality.
The gum in packaged a sleek folding pack featuring a new magnetic closure and is delivered in a semi-transparent cellophane wrapper that hints at what is inside the pack.
Once unwrapped, the pack reveals original artwork sourced from young emerging artists from around the world. The pack will feature 18 designs in total. The MSRP for the new gum is $1.49 for the single pack and $3.29 for the multi-pack.
iD Gum, which started shipping to retailers across the country beginning 1 August, is launching with a fully integrated campaign including TV, Digital and Experiential.
