Gum set for growth
Cadbury Schweppes has launched an attack on the UK's Wrigley-dominated gum market with several new products under its Trident brand.
"The UK is one of the top 10 gum markets in the world, but has seen little activity or innovation over the last few years," says Cadbury Trebor Bassett md Simon Baldry.
Across the globe, chewing gum is the fastest growing confectionery sector and is projected to be worth more than £10bn, claims Cadbury. The growth of gum worldwide is being fuelled by innovation, which has broadened its product appeal and relevance to consumers, particularly adults, says the firm. "This includes the widening of the sugar-free gum range, gums which whiten or strengthen teeth and gums which help you concentrate or act as a snack substitute between meals," it adds.
Trident grew by more than 20% last year and is the world's second largest chewing gum brand. Cadbury Schweppes has 26% of the world's gum share and has the number one spot in 18 of the top 50 gum markets.
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