Why Was Stride Gum Discontinued? A Look at its Rise and Fall
Stride gum was discontinued due to a combination of factors, primarily including declining sales in a highly competitive market and a strategic shift by its parent company, Mondelēz International, to focus on more profitable and popular gum brands.
The Rise of Stride: Innovation and Marketing
Stride gum, launched by Cadbury (later acquired by Mondelēz International) in 2006, entered a chewing gum market already dominated by established brands like Wrigley’s and Trident. Its initial success stemmed from several key factors:
- Novel Flavors: Stride introduced innovative and often quirky flavors, such as Sweet Berry, Citrus, and Winterblue, appealing to a younger demographic seeking new taste experiences.
- Long-Lasting Flavor: A primary marketing claim was that Stride’s flavor lasted significantly longer than other gums. This resonated with consumers looking for value and extended enjoyment.
- Aggressive Marketing: Stride employed a clever and often humorous marketing strategy, using slogans like “Ridiculously Long Lasting Flavor” and quirky commercials that stood out in a crowded advertising landscape. This helped build brand recognition and attract attention.
- Sugar-Free Focus: Stride capitalized on the growing demand for sugar-free products, offering a guilt-free chewing experience that appealed to health-conscious consumers.
Shifting Tides: Competition and Consumer Preferences
Despite its initial success, Stride eventually faced challenges that contributed to its decline and subsequent discontinuation:
- Intense Competition: The chewing gum market is fiercely competitive, with numerous brands vying for shelf space and consumer attention. Stride faced constant pressure from established players and emerging competitors.
- Changing Consumer Tastes: Consumer preferences are constantly evolving, and what was once considered innovative can quickly become outdated. As new flavors and gum formats emerged, Stride struggled to maintain its appeal to younger consumers.
- Rise of Alternative Products: The market for breath-freshening products expanded beyond traditional chewing gum, with mints, breath strips, and other alternatives gaining popularity. This diluted the overall demand for gum, impacting Stride and other brands.
- Marketing Ineffectiveness: Over time, Stride’s marketing campaigns lost some of their initial impact and originality. The brand struggled to maintain its unique identity and differentiate itself from competitors.
Mondelēz’s Strategic Re-Evaluation
Ultimately, the decision to discontinue Stride gum was driven by Mondelēz International’s broader strategic priorities:
- Portfolio Optimization: Mondelēz, like many large multinational corporations, constantly evaluates its product portfolio to identify brands that are underperforming or do not align with its long-term growth objectives.
- Focus on High-Growth Brands: Mondelēz chose to concentrate resources on brands with higher growth potential and stronger market positions, such as Trident and Dentyne.
- Cost Efficiency: Discontinuing underperforming brands allows companies to streamline operations, reduce production costs, and reallocate resources to more profitable areas.
- Market Consolidation: Sometimes, discontinuing a brand is part of a larger strategy to consolidate market share around fewer, stronger brands.
The Discontinuation Process
The process of discontinuing a product like Stride gum typically involves several stages:
- Performance Analysis: A thorough assessment of the brand’s sales, profitability, and market share is conducted.
- Strategic Review: A decision is made whether to invest in revitalizing the brand or to discontinue it.
- Inventory Management: Production is scaled back, and existing inventory is managed to minimize losses.
- Communication: Retailers and distributors are notified of the discontinuation.
- Final Sale: Remaining inventory is sold off, often at discounted prices.
Was Discontinuation the Only Option?
While Mondelēz ultimately opted to discontinue Stride, other potential options existed:
- Repositioning: Revamping the brand’s image, flavors, and marketing to appeal to a new target audience.
- Product Innovation: Introducing new flavors, formats, or features to differentiate Stride from competitors.
- Niche Marketing: Focusing on a specific niche market or demographic segment.
- Cost Reduction: Streamlining production processes and reducing marketing expenses to improve profitability.
| Option | Potential Benefits | Potential Drawbacks |
|---|---|---|
| Repositioning | Reaching new consumers, revitalizing brand image | Requires significant investment, uncertain outcome |
| Product Innovation | Differentiating from competitors, attracting new users | Requires R&D investment, potential for product failure |
| Niche Marketing | Focused marketing, higher ROI in specific segments | Limited market potential, potential for brand dilution |
| Cost Reduction | Improved profitability, increased competitiveness | Reduced marketing effectiveness, lower product quality |
Why Stride’s Discontinuation Resonates with Consumers
The discontinuation of Stride gum, despite its eventual decline, sparked disappointment among some consumers. This is likely due to:
- Nostalgia: Stride was a popular brand during a specific period, and its disappearance evokes feelings of nostalgia.
- Flavor Preferences: Some consumers genuinely enjoyed Stride’s unique flavors and were disappointed to see them disappear.
- Perceived Value: Stride was often perceived as offering good value for its long-lasting flavor.
Frequently Asked Questions
Why did Mondelēz International choose to discontinue Stride specifically, and not other gum brands?
Mondelēz likely chose to discontinue Stride because it was underperforming compared to other brands in their portfolio, such as Trident and Dentyne. These larger, more established brands offered greater market share and profitability potential.
When exactly was Stride gum discontinued?
The discontinuation of Stride gum was not a single, definitive event. It appears to have occurred gradually over several years, with many flavors disappearing from shelves between 2016 and 2018, depending on the region. Some varieties lingered longer in certain markets.
Were there any health concerns associated with Stride gum that contributed to its discontinuation?
There is no evidence to suggest that health concerns played a role in Stride’s discontinuation. It was primarily a business decision based on market performance.
Did Stride gum ever try to rebrand or revitalize its image before being discontinued?
Stride attempted to revitalize its image with new flavors and marketing campaigns throughout its lifespan. However, these efforts were ultimately unsuccessful in reversing the brand’s decline.
Are there any similar gum brands on the market that offer the same long-lasting flavor as Stride?
Several gum brands claim to offer long-lasting flavor. Trident, Orbit, and some sugar-free varieties are often cited as alternatives to Stride.
Could Stride gum ever be brought back into production in the future?
While not impossible, it is unlikely that Stride gum will be brought back into production. Mondelēz is focused on its core brands, and reintroducing Stride would require significant investment with no guarantee of success.
Was the discontinuation of Stride gum a global decision, or did it vary by region?
The discontinuation of Stride gum appears to have been a global decision, although the timing and availability of remaining inventory likely varied by region.
What were the most popular Stride gum flavors?
Some of the most popular Stride gum flavors included Sweet Berry, Spearmint, Winterblue, and Forever Fruit.
How did consumers react to the discontinuation of Stride gum?
Many consumers expressed disappointment and nostalgia upon learning of Stride’s discontinuation. Some even started online petitions to try and bring the brand back.
Did Stride’s parent company, Mondelēz International, offer any explanation for the discontinuation?
Mondelēz International typically does not provide detailed explanations for specific product discontinuations. However, they generally state that these decisions are based on business performance and strategic priorities.
Are there any online communities or forums dedicated to Stride gum fans?
While not highly active, some online forums and social media groups exist where fans reminisce about Stride gum and discuss its flavors.
Where can consumers still find Stride gum if they are looking to purchase it?
Finding Stride gum is extremely difficult. It is no longer produced, and any remaining inventory is likely sold out. Online marketplaces like eBay may occasionally have some older packs for sale.