Stride

Stride is an American sugar-free chewing-gum brand introduced by Cadbury-Adams in June 2006 and later owned by Mondelez International. It entered the market with a proposition centered on unusually persistent flavor, using mannitol as part of its sweetener system and presenting itself through the slogan “The Ridiculously Long Lasting Gum.” The brand was designed to compete in the mainstream gum category while appearing more youthful, irreverent, and digitally engaged than a conventional confectionery label. The original range included a broad selection of mint, fruit, cinnamon, bubble-gum, and mystery flavors. Early examples included Spearmint, Nonstop Mint, Sweet Peppermint, Winterblue, Forever Fruit, Sweet Berry, Sweet Cinnamon, Uber Bubble, Always Mandarin, Eternal Melon, and Mega Mystery. Packs generally contained 14 pieces, and the visual identity relied on compact rectangular packaging, bright colors, and a prominent stylized “S” mark. The logo and packaging were created by the Canadian design firm Davis Design. Mega Mystery used a question-mark device in place of the standard “S,” reinforcing the flavor’s novelty positioning. Stride expanded through several product and marketing experiments. Stride Shift, introduced in 2010, used flavor-changing combinations such as Berry to Mint and Citrus to Mint. Stride 2.0 refreshed portions of the original range, while Stride Spark added vitamins B6 and B12 and was offered in Kinetic Mint, Kinetic Berry, and Kinetic Fruit. Other extensions included a limited collaboration with snowboarder Shaun White, the creativity-focused Stride iD line, the sketch-art-themed Stride Doodle range, and Stride Sour Patch Kids, which sought to reproduce the candy brand’s sour-then-sweet taste progression. Advertising was central to Stride’s identity. Its launch campaign used workplace comedy and a fictionalized Stride chief executive who pleaded with consumers to buy more gum because the product lasted so long that customers did not need to return frequently. The brand also pursued online gaming, viral video, social-media, entertainment, and product-placement initiatives. These activities helped establish Stride as a youth-oriented brand rather than merely another mint or breath-freshening product. Stride initially sold only in the United States, entering Canada in January 2008. Some related flavors appeared in Europe under Mondelez’s Trident Senses branding rather than the Stride name. By approximately 2020, the brand’s range had contracted substantially, with Spearmint becoming the principal remaining flavor and sales shifting increasingly toward online marketplaces such as Amazon and eBay. Physical retail distribution also declined. In 2023, Mondelez transferred most of its chewing-gum operations to Perfetti Van Melle, but Stride was excluded from that transaction. In 2024, Mondelez discontinued Stride sales in the United States, Canada, and Europe after producing the final batch of Spearmint there. The brand continued to be offered in China and Australia according to the cited reference, so its overall status is best described as active but geographically limited.

Stride was created by Cadbury-Adams as a new sugar-free gum brand and launched in the United States in June 2006. The company presented it as the result of approximately three years of product development, with a formulation intended to preserve flavor longer than ordinary chewing gum. Mannitol was identified as an important component of the sweetener system. The resulting proposition was summarized by the slogan “The Ridiculously Long Lasting Gum,” a line that became the foundation for the brand’s launch communications. The brand debuted publicly at the 2006 All Candy Expo and received a substantial launch campaign from JWT. Its advertising used an exaggerated business premise: because Stride lasted so long, the fictional chief executive had to beg consumers to buy more. The humorous workplace spots gave the product a recognizable personality and helped distinguish it from established gum brands such as Trident and Dentyne. Stride also invested early in digital culture, including a gaming event with Xfire, an online endurance-game concept, viral-video activity involving Matt Harding, and a later game-development contest sponsored with Kongregate. A product placement in the television series Smallville further associated the brand with youth entertainment. Stride’s initial assortment was unusually broad. It covered conventional mint and fruit flavors as well as cinnamon, bubble gum, and the deliberately mysterious Mega Mystery. The packaging was developed by Davis Design, a Canadian branding firm, and used a compact format containing 14 pieces. Bright graphics and the recurring “S” symbol supported a modern, accessible appearance. In January 2008, Stride expanded beyond the United States into Canada. Some flavors were also adapted or sold in European markets under the Trident Senses name, demonstrating how the wider Mondelez gum portfolio used different regional brands for related products. Product development continued with multiple extensions. Stride Shift arrived in April 2010 with flavor transitions from berry or citrus into mint. Its “Change Your Flavor, Change Your Life” digital campaign placed users in surreal online situations. In 2011, Stride 2.0 updated several established flavors, while Stride Spark added vitamins B6 and B12 and was sold in Kinetic Mint, Kinetic Berry, and Kinetic Fruit. The brand also explored celebrity collaboration through Shaun White flavors, identity and creativity through Stride iD, and hand-drawn visual design through Stride Doodle. In January 2014, Stride Sour Patch Kids extended the brand through a partnership with the Sour Patch Kids candy label and attempted to reproduce its sour-then-sweet experience. Stride’s visual identity changed again in 2014 and underwent a larger overhaul in 2016. The Mad Intense campaign introduced neon-colored packs, a more forceful graphic style, and Crunch Reactors, described as crunchy inclusions in selected gums. The campaign was developed by Wieden+Kennedy London and supported by new advertising. Despite these innovations, the brand’s commercial footprint narrowed over time. By roughly 2020, the assortment had contracted largely to Spearmint, and distribution increasingly depended on online sellers rather than physical stores. In 2023, Mondelez sold most of its chewing-gum business to Perfetti Van Melle, but Stride was not included in the deal. In 2024, Mondelez discontinued Stride sales in the United States, Canada, and Europe, with the last Spearmint batch produced for those markets. The brand continued to be offered in China and Australia, leaving Stride as a geographically restricted surviving brand rather than a fully withdrawn trademark.

• 2024

  Sales end across three major regions

  [1]Stride (gum)en.wikipedia.org

  Mondelez discontinues Stride sales in the United States, Canada, and Europe, while the brand remains available in China and Australia.

• 2023

  Stride excluded from Mondelez gum divestment

  [1]Stride (gum)en.wikipedia.org

  Most of Mondelez’s chewing-gum operations are sold to Perfetti Van Melle, while Stride remains outside the transaction.

• 2016

  Mad Intense rebrand

  [1]Stride (gum)en.wikipedia.org

  Stride adopts neon packaging, refreshed flavors, and Crunch Reactors in a major identity update.

• 2014

  Sour Patch Kids collaboration launches

  [1]Stride (gum)en.wikipedia.org

  Stride introduces a co-branded gum designed around the sour-then-sweet Sour Patch Kids profile.

• 2011

  Stride 2.0 and Stride Spark arrive

  [1]Stride (gum)en.wikipedia.org

  The company refreshes several core flavors and launches a vitamin-fortified extension.

• 2010

  Stride Shift launches

  [1]Stride (gum)en.wikipedia.org

  The brand adds flavor-changing Berry to Mint and Citrus to Mint products.

• 2008

  Canadian distribution begins

  [1]Stride (gum)en.wikipedia.org

  Stride enters Canada with a selection of mint and fruit flavors.

• 2007

  Stride receives recognition for online advertising

  [1]Stride (gum)en.wikipedia.org

  The brand receives an OMMA award for online advertising creativity connected with its gaming activity.

• 2006

  Stride launches in the United States

  [1]Stride (gum)en.wikipedia.org

  Cadbury-Adams introduces Stride as a sugar-free gum emphasizing unusually long-lasting flavor.

Mass-market sugar-free chewing gum positioned around long-lasting flavor, playful irreverence, bold packaging, and youth-oriented entertainment and digital marketing.

• Core sugar-free chewing gum · 2006

  Stride Original

  The original Stride portfolio included a wide range of mint, fruit, cinnamon, bubble-gum, and novelty flavors. Notable varieties included Spearmint, Nonstop Mint, Sweet Peppermint, Winterblue, Forever Fruit, Sweet Berry, Sweet Cinnamon, Uber Bubble, Always Mandarin, Eternal Melon, and Mega Mystery. The line established the brand’s long-lasting-flavor proposition and distinctive 14-piece pack format.

• Flavor-changing chewing gum · 2010

  Stride Shift

  Released in 2010, Stride Shift was designed to change taste while being chewed. Its initial variants moved from Berry to Mint and from Citrus to Mint. The product supported a broader digital positioning built around personal transformation and the campaign idea “Change Your Flavor, Change Your Life.”

• Refreshed core gum range · 2011

  Stride 2.0

  Stride 2.0 was a 2011 refresh of selected original flavors rather than a completely separate gum concept. It updated products such as Forever Fruit, Nonstop Mint, Spearmint, Sweet Berry, Sweet Cinnamon, Sweet Peppermint, Uber Bubble, and Winterblue, combining familiar flavor names with revised presentation and formulation.

• Vitamin-fortified chewing gum · 2011

  Stride Spark

  Stride Spark was introduced as a vitamin-fortified gum in Kinetic Mint, Kinetic Berry, and Kinetic Fruit. Product labeling stated that each piece supplied 25 percent of the recommended daily allowance for vitamins B6 and B12. The range extended Stride’s functional and energetic positioning beyond flavor duration alone.

• Youth-oriented chewing gum · 2012

  Stride iD

  Introduced around late 2012, Stride iD focused on creativity, individuality, and discovery. It launched with Spearmint, Peppermint, and BerryMelon. Distinctive packaging and artwork were intended to appeal particularly to teenage consumers and reinforced Stride’s identity as a culture-oriented youth brand.

• Illustrated flavor extension · 2013

  Stride Doodle

  Stride Doodle used sketch-like artwork and was sold in Doodle Berry and Doodle Mint variants. Doodle Berry was described as a sweet and tangy watermelon-and-raspberry combination, while Doodle Mint provided a mint counterpart. Advertising included an ostrich-themed commercial for Doodle Berry.

• Co-branded fruit chewing gum · 2014

  Stride Sour Patch Kids

  Created with the Sour Patch Kids candy brand, this line attempted to reproduce the candy’s progression from sour to sweet. It began with Redberry and Lime and later expanded to Orange, Watermelon, and Extreme Blue Raspberry. The collaboration connected Stride to a well-known confectionery flavor identity.

• Rebranded core and limited gum range · 2016

  Mad Intense

  The 2016 Mad Intense refresh introduced bold neon packaging and an energetic visual system. Associated flavors included Spearmint, Peppermint, Icymint, Lemonberry, and Melopeach. Selected products also contained Crunch Reactors, described as crunchy pieces intended to add a textural element during chewing.

• 2016Mad Intense

  United States

  Wieden+Kennedy London developed a major Stride refresh with neon packaging, energetic graphics, new and refreshed flavors, and Crunch Reactors.

  Outcome. The campaign modernized Stride’s identity and repositioned it around heightened sensory intensity.

  Source
• 2010Change Your Flavor, Change Your Life

  United States · Online

  The Stride Shift launch used an interactive digital experience that inserted users into unusual scenarios and connected flavor-changing gum with personal transformation.

  Outcome. The campaign reinforced Stride’s experimental and digitally focused brand positioning.

  Source
• 2006The Ridiculously Long Lasting Gum

  United States

  JWT developed launch advertising built around a fictional Stride executive asking consumers to purchase more gum because the product lasted so long. The campaign translated the functional claim into workplace comedy and became a defining part of the brand’s early identity. Stride partnered with Xfire on a live gaming event framed around endurance, extending the product’s long-lasting claim into interactive entertainment.

  Outcome. The advertisements helped establish Stride as an irreverent, youth-oriented challenger brand. The initiative contributed to Stride’s early digital profile and later received online advertising recognition.

  Source
• 2006Matt Harding viral-video sponsorship

  International · Online

  Stride sponsored a worldwide trip by Matt Harding so that he could create a viral video, linking the gum brand to internet-native travel and participatory culture.

  Outcome. The activity supported Stride’s association with viral online media.

  Source

• 2024

  Mondelez discontinues Stride sales in major marketsStrategy

  Background

  By around 2020, Stride had largely contracted to Spearmint and was increasingly sold through online channels as physical retail availability diminished.

  Action taken

  Mondelez ended Stride sales in the United States, Canada, and Europe after producing the final Spearmint batch for those markets.

  Aftermath

  Stride continued to be offered in China and Australia, leaving the brand active only in selected markets.

  Source

• 2023

  Mondelez excludes Stride from chewing-gum divestmentM&A

  Background

  Mondelez sold most of its chewing-gum operations to Perfetti Van Melle while emphasizing its focus on chocolate and biscuit brands.

  Action taken

  Stride was retained outside the transaction rather than transferred to Perfetti Van Melle.

  Aftermath

  The brand remained under Mondelez, although its later market availability continued to decline.

  Source

• 2026.10.20

  Reported2026.10.20

  Stride reports quarterly earnings[2]Stride公布季度业绩dailypolitical.com

  Stride reported quarterly earnings data, including earnings per share of $1.37 and revenue of $639.38 million.

Read more

1. 1Stride (gum)en.wikipedia.org
2. 2Stride公布季度业绩dailypolitical.com