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Wrigley grows in morose French gum market


Wrigley France plans new formats to keep growth going in 2014.
Wrigley France plans new formats to keep growth going in 2014.

Wrigley has gained market share in the declining French chewing gum market.

Wrigley France grew its value market share by 1.7 points in 2013 as the overall French chewing gum market succumbed to a 7% decline in value sales.

The global market leader said the growth was thanks to its two keys brands in France, Freedent and Airwaves.

Freedent reached its highest market share since 2006, accounting for 27.9% of the French market. The brand was supported by a television ad campaign.

For 2014, Wrigley France plans to introduce a sealable 100% recyclable Freedent and Airwaves boxes designed for car cup holders or for desks. The firm will also launch a range of sticks in spearmint, strong mint, and two new fruit flavors in spring 2014.

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