US: Cadbury launches Stride gum
A new and "ridiculously long lasting" chewing gum has been unravelled by Cadbury Schweppes' US confectionery unit Cadbury Adams USA LLC.
The company's gum, called Stride, is backed by a US$50m marketing campaign including print, broadcast and online elements during its first year.
Stride is available in Winterblue and Spearmint flavours costing $0.99 per 14-piece packs.
Cadbury Adams senior vice president of marketing Norma Drew said: "Stride was created for people who love to chew gum, it delivers a unique long lasting chewing experience with a soft texture
"From the packaging and product development to the marketing and advertising concepts, consumer insights helped drive every step of development over the past three years, resulting in a truly extraordinary product."
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