Cadbury and Pfizer plot Listerine strip
Pfizer has joined forces with Cadbury Trebor Bassett to launch an
assault on the breath-freshening strip market, with the roll-out of
Listerine gum next year. It is the first time the Listerine mouthwash
brand will have been extended int
Pfizer has joined forces with Cadbury Trebor Bassett to launch an assault on the breath-freshening strip market, with the roll-out of Listerine gum next year. It is the first time the Listerine mouthwash brand will have been extended into the confectionery sector.
It is understood marketing for Listerine gum, expected to hit the shelves in February, will be handled by Cadbury Trebor Bassett.
The Pfizer and Cadbury tie-up will be watched with interest by the industry, which is waiting for the sale of Pfizer’s Adams confectionery business. Adams, which makes Trident and Dentyne chewing gum and Bubblicious bubble gum, has attracted a row of suitors including Cadbury Schweppes and Nestlé.
The Listerine gum will be similar to Wrigley’s Extra Thin Ice, which is a pack of micro-thin inch-long translucent strips of peppermint-flavoured candy.
Meanwhile, Cadbury Trebor Bassett is set to challenge the dominance of Wrigley with its launch of Trebor 24-7, a mint and gum range aimed at 16-to-24-year olds (MW November 28).
