- In November 2024, Mars Wrigley, a global leader in confectionery, launched "Chewns," an innovative ASMR-inspired chewing gum product in collaboration with BBC Radio 1Xtra presenter Joelah Noble. This unique product features enhanced sensory textures and flavors designed to create a calming chewing experience, catering to younger consumers seeking novel sensory engagements. The launch reinforces Mars Wrigley’s commitment to innovation in the chewing gum market
- In October 2023, Perfetti Van Melle Group B.V., a leading global confectionery manufacturer, completed the acquisition of Mondelēz International’s developed-market gum business in the United States, Canada, and Europe. This strategic move expanded Perfetti Van Melle’s portfolio, incorporating iconic brands such as Mentos and Airheads, strengthening its position as a global leader in the chewing gum and confectionery sector
- In June 2022, Sweet Victory, in collaboration with Givaudan, a multinational flavors and tastes group, introduced a botanical-infused chewing gum for children. This functional gum incorporates natural ingredients aimed at promoting wellness, appealing to health-conscious parents. The partnership highlights Sweet Victory’s focus on innovative, health-oriented chewing gum products for younger demographics
- In April 2022, Mars Wrigley Australia launched two new chewing gum products, ECLIPSE PLUS and EXTRA WHITE, designed to cater to the growing demand for sugar-free and oral health-focused gums. These products feature enhanced flavors and functional benefits such as teeth whitening and breath freshening, aligning with consumer trends toward healthier chewing gum options
- In June 2020, Rainbow, a French cannabis company, partnered with private investors to launch Kaya, a wellness brand offering stress-relieving chewing gums infused with cannabidiol (CBD). This product targets consumers seeking functional gums for mental health support, reflecting the growing trend of incorporating therapeutic ingredients in chewing gum formulations
