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.”