Saturday, April 16, 2011

Stride 2.0 Forever Fruit

Flavor: From what I understand, this whole Stride 2.0 thing is supposed to be an improved formula that enhances the chewer's experience in some way (they even preemptively say "you're welcome" on the inside of the package for doing you the favor). As we've witnessed in the comments on our review of Stride 2.0 Spearmint, however, Stride fans aren't finding much improvement in the formula at all-- in fact, you all are pretty angry about the change. And I don't blame you. Original Stride Forever Fruit was bursting with flavor, so much so that if you weren't totally in love with it, it could be a bit overwhelming. Forever Fruit 2.0 hardly has any flavor at all-- hints of that original mango flavor are there, but are subdued so much that it's frustrating to even try to detect a flavor at all. I don't see any improvement here. I don't remember there ever being a problem with how long the flavor lasted for any Stride flavor, so if that's the improvement, there wasn't anything that needed fixing in the first place.

Texture: The texture is softer than I remember the Original Forever Fruit (Stride 1.0?) being, and it gets mushy quickly. They certainly didn't improve any formulation here.

Presentation: The integration of design on the plastic protective wrapping has become increasingly popular in the gum market. This is an interesting and innovative move, but the wrapper is removed immediately upon purchase, so it really has no impact other than selling you the product. Orbit uses this technique nicely in their new fashion packs, as most of the labeling and need-to-know-before-purchase information is presented on the outer wrapper, and once you're through making your educated decision on what gum to buy, you remove the jargon and are left with a a clean, funky pack that you can coordinate with your outfits. I took the wrapper off this particular pack of gum, so it's not pictured here. The wrapper design featured a half-zipped zipper, unveiling the new formula right before your very eyes. If only Stride unveiled it before your very tastebuds.

Overall: I was in Quick Check with my father the other day and he bought 12 packs of Original Stride Non-Stop Mint because he's so disgusted by the new 2.0 line and dismayed that he'll have to say goodbye to his favorite flavor. It's a very risky campaign-- totally renovating an entire line of a product, especially in a market so addictive and personal as gum. You'll sell plenty of gum by enticing customers to try something new and exciting using a clever marketing campaign. But you'll sell more packs to people like my father, who swear by their flavor and brand. They've selected their flavor, and they will continue to buy it for as long as it's on the shelves. This borders on betrayal for guys like him. If you want to launch a 2.0 gum, it's wise to launch a sister line, rather than replace the old one entirely. As is the case here, many loyal chewers will find a new brand to call their own.

Rating: o (one gumball)

13 comments:

Heather said...

Omg I am so with your dad on this. Non-stop mint was my favorite! I bought five 3packs of it the other day, but sadly that was all that was left. The 2.0s have all been a disappointment to me :( I agree with you, they should have left it alone or made a sister line -- also, they seem to have added flavor crystals? sup with that stride!?

tablo said...

The 1.0 flavor was pretty bland to me too, but I have yet to try the 2.0 flavor.

Abby said...

I completely agree! It was the only gum i would ever buy. I am very disappointed in this change. The new gum is nasty tasting I won't buy it any longer they should change it back ASAP!!

Dblaron20 said...

Bring back 1.0 follow the revolution at stride 2.0 sucks on Facebook !!

Anonymous said...

I despise this change; I think it's going to really hurt stride in the long run. Why not simply introduce the 2.0 alongside the 1.0? Or at least have a trial to see if the "improved version" is actually an improvement!

tablo said...

It kinda tastes like a mixture of 5 Gum Lush and Stride 1.0 to me, but there is an unpleasant taste. Maybe it's the "modified coconut oil"? And yes, there seems to be less flavor than before. The taste is more from the sweeteners.

Edixon said...

Cant say much, never taste any of them :( . They dont ship to my country.

Jason M. said...

I'm very unhappy about this change. Stride Uber Bubble was my favorite gum. The new 2.0 tastes more processed, like a chemical added to the flavor which is unpleasant to me. Stride has lost me as a customer, but I'm sure they'll survive with the loss of my 2 pack a week habit... Hopefully I can find a suitable replacement :(

Ana said...

I completely agree with all of you! I am very unhappy with this change. I was a BIG fan of Stride Sweet Cinnamon. There's nothing sweet about the new 2.0 version. It has a fiery taste, the texture is extra sticky and mushy. Not great, not great at all. I don't know what kind of market research or focus group testing was done, but this revamping of the original flavors was a HUGE mistake.
Stride, please bring back the original flavors!! You're losing TONS of loyal fans. :(

peach said...

Stride forever fruit is the only gum I buy.. Now that they come out with this 2.0 I was excited to try but very disapointed that the gum was not good at all. If the makers of this gum read the reviews of the buyers please change it back or keep selling the old stride. Concerned buyer...

Anonymous said...

Stride 2.0 SUCKS!!!!!!! I really can't find any other edited words. I have a partial plate and original was the best ! 2.0 just gets stuck and has a nasty texture if you are in the sun. Thank some corporate idiot for making the changes.

Anonymous said...

I really like the Stride 2.0 Sweet Peppermint. I think that the sweetness of it with its cold, mint, floral noted background are like a mint sugar cookie in a stick of gum and a major improvement over the original sweet peppermint. On the other hand I like a 20 minute after coffee/refresh chew so some gum lovers may not like its hold time in comparison.

Anonymous said...

My best friend's favorite gum was Forever Fruit 1.0 and she will probably be very upset about the change... Stride is losing many loyal customers because of this change. BRING BACK STRIDE 1.0!!!!!