Kraft to drive gum innovation with European R&D centre

Kraft has opened a European research and development centre to develop new products including chewing gum and other confectionary products.

The $14m (£8.8m) facility will work on innovation and brand extensions for brands including Trident chewing gum, Halls, Bassetts, Carambar, The Natural Confectionary Co., Trebor and V6.

Kraft says the centre will help drive growth in the growing gum category, which is one of the fastest-growing categories within confectionery, worth $23bn (£14.5bn) annually, it claims.

Kraft owns gum brands Hollywood, Trident and Stimorol across Europe.

Chuck Davis, vice president of research, development and quality for Kraft Foods Europe, says: “Over recent years, gum has been growing in popularity in Europe as consumers look for new ways to indulge and refresh themselves through great flavours, fresh breath and even for oral care. At Kraft Foods, we see this as a great growth opportunity.”

Kraft says the R&D centre in Eysins, Switzerland will work closely with its global gum and candy centre of excellence in Whippany, New Jersey, to drive innovation and new technologies that support the company’s European gum and candy business and global category growth platforms.

Kraft has 14 other R&D centres to support its beverages, biscuits, cheese, chocolate, coffee and gum & candy businesses.

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