Cadbury Schweppes will spend $50m on the US launch of a new chewing gum.

Reports suggest that the confectionery giant will launch Stride, a “ridiculously long-lasting” chewing gum, in an attempt to appeal to consumers who complain that chewing gum loses its flavour too quickly.

Brad Irwin, president of Cadbury's US confectionery business, said: “Stride in many cases lasts longer than the chewer does, meaning the jaws wear out before the flavour does.”