NORTHFIELD, IL -- Kraft Foods is introducing a new chewing gum later this year, but is keeping tightlipped on details. The confection has reportedly been in the works for a while, but Kraft only went public with it this week at a Consumer Analyst Group of New York meeting in Florida.
Kraft told AdAge magazine that it has chosen Droga5, a New York City agency, to handle the product's advertising.
"We strive to provide our consumers with new products and flavors to continuously keep our brands fresh and our targets engaged," Kraft told AdAge. "This year is no different. We have a new gum launch on the horizon and a new creative agency, Droga5, to help us bring it to life."
Kraft chief executive Irene Rosenfeld said chewing gum is a priority for the food giant. She also said "innovation and the need to hit lower price points" is Kraft's chief strategy to expand the gum category.
Despite recent growth across much of its portfolio, Kraft's gum and candy business has lagged in Europe and North America. Kraft's Cadbury gum brands -- including Trident, Stride and Dentyne -- were down mid-single digits in 2011.