Chewing gum has been one of the most impressive growth segments within the confectionery market, and the recent All Candy Expo shows that it is still innovative.
Total US chewing gum sales alone, excluding Wal-Mart sales, stood at $944 million for 2005, up 23 per cent since 2002, according to ACNielson. Recent product launches will look to tap into this phenomenal growth.
Super Bubble has launched a sugar-free product that it claims has the texture and taste of original Super Bubble. The product comes in apple and cherry flavour.
Super Bubble Blast is a variation and is chewy on the outside with a liquid centre.
Liquid Ice on the other hand is the latest mint launch from the Ice Breakers range. These intense liquid mints are designed to dissolve instantly to leave your mouth feeling clean and refreshed.
Ice Breakers Fruit Sours and Ice Breakers Ice Cubes are two new additions to the range.
Other flavour innovations on display at the All Candy Expo included Pomegrante Power gum from Ford Gum & Machine. This product combines natural pomegranate extracts and wild blueberries.
Wrigley has also been busy developing new products. Hitting store shelves in July will be the Eclipse Big-E-Pak, which contains 60 pellets of gum in a new durable portable package.
In addition, the two latest flavours of the company's Orbit range, lemon-lime and crystal mint, were on display. And Hubba Bubba Max now comes in Hubba Bubba Max Outrageous Original flavour.
Other examples of innovation in what has been one of the strongest growth segments of the confectionery market include O2, a sugar-free stick gum that offers a wide range of flavours. These include frosty berries, frosty punch, berry cocktail and ice frappucino.
And Cadbury Adams has launched Stride, a long lasting gum that comes in re-closeable packs with flavours of winterblue and spearmint.