Kraft has launched Stimorol TasteTwist – a flavour-changing gum. Says the company: "This April, SA’s number one sugar-free chewing gum brand has launched the most exciting chewing gum advancement yet. Stimorol TasteTwist gives consumers the chance to experience a unique, sequential flavour change from fruit to mint. The fruity flavour dominates up-front for a while before gradually shifting to icy mint – truly, a mind-blowing experience!"

Stimorol TasteTwist is available in Raspberry to Mint and Orange to Mint. Both the fruit and mint flavours are sure to tantalize "taste buds with an exciting sensory experience and a long-lasting flavour that sets it apart from every other chewing gum in South Africa."

Ian Jeffrey, Kraft Foods Category Leader: Gum, reveals a bit about the magic behind this flavour-shifting gum: “Our researchers have developed state-of-the art technology that allows different flavours to be captured inside tiny flavour capsules, which release at different times. These capsules of flavour are broken up as you chew through the gum base and release the sequence of flavours that make Stimorol TasteTwist unique,” he says. “This latest innovation truly encapsulates the ‘wow’ factor and is sure to excite Stimorol fans – and anyone who wants to experience this incredible innovation.”

The launch will be supported by a full through-the-line campaign which will showcase the magic of Stimorol TasteTwist - expect to see an outrageous campaign including three new television commercials, outdoor billboards with a twist as well as a radio promotion which will give consumers a totally different view on chewing gum!

Stimorol TasteTwist is available in stores nationwide from April 2011 for a RSP (recommended selling price) of R8.95. Each eye-catching pack contains ten pieces of mind-bending flavour-changing gum.

The gum was launched in North America last March under the brand name Strident Shift.