That's about how long the flavor lasts anyway. This typically comes in a small plastic tub, so i was interested to see this in a small bag as a more economical way to purchase this. its basically a printed heavy duty zip top bag with gum in it. The gum is about what you expect if you have purchased this type of gum. If not, it has a thin and crunchy shell, similar to an M&M, but thinner. The coating gives it a crunchy start, even more in the winter when its cold. inside the gum i maybe a bit pasty to start, but that goes away quickly and you are left with a pleasant gum chewing experience for roughly 30-40 minutes. Beyond that it starts getting harder to chew. By the time i get to about an hour the gum is pretty much a chewy flavorless lump that's ready for proper disposal.