Chewing Gum Consultant

Professional Chewing gum industry meeting point

ISM and New Products 24/01/2013

Filed under: Market & Fairs,New product — Joan Mestres @ 4:13 PM
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ISM ‘ 13 is getting close and next Sunday I will be flying to Cologne to attend the full fair, until Wednesday.

I look forward to meet many of my friends and business partners there, as every year.

I plan to post about the new products I will find in ISM, so you will find them all here.

The start the round of new launches, there is one from the argentinian company ARCOR (that will not be exhibiting in ISM) but that has arrived to me via confectionerynews.com Top Line gel

It is a sugarfree chewing gum under the brand “Top Line”, the main brand of the company in the chewing gum area, which contains a gel. The company uses this gel to deliver different flavour combinations.

topline7gel-02

The launch has been supported by a marketing campaign that includes videos in youtube like the ones in the next links: video top line gelvideo top line gel 2 ; also in facebook and in the own website of the product.

To be continued after ISM….. Hope to find interesting novelties!

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Trident 40 minutes 22/01/2013

Filed under: New product — Joan Mestres @ 12:52 PM
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I’d like to show you this product recently launched in Spain .

The lasting of the flavour in the chewing gum has always been one of the critical issues in the industry. However, this is the first time that I see a chewing gum that mentions specifically a precise time of lastingness (freshness in this case).

The same concept has been launched under the brands HOLLYWOOD and STIMOROL in other countries. I must admit that the promise is brave! The packaging is also interesting: A carton box with a sleeve that opens and the single units can be dosified through a hole. The units are coated chewing gums with a powdery layer outside and a district center. The whole product is full of coloured spots. For the time being I’ve found it with spearmint and with peppermint flavors. Each box contains 10 pieces. The launch has been supported by a strong marketing campaign including TV and facebook.

trident 40 min

 

First anniversary 20/01/2013

Filed under: Uncategorized — Joan Mestres @ 1:11 PM

Exactly one year ago I started this blog. Since then many people visited it, some are following it, some other commented… I thank you all for the support. As you can see my intention is to bring to you news and info about the chewing gum industry. Today, I’d like to ask you, reader of this blog, to tell me if there is anything you would like to see posted here, any subject that I am missing or you would like to see enhanced. You can post your comment to this popst or you can write to my e-mail: joanmestres@hotmail.com
Thanks again and hope to have been useful and interesting to you. I will keep posting about chewing gum!

 

Wrigley and Mondelez Marketing 10/01/2013

Today… a note about marketing.

Two articles by Oliver Nieburg in Confectionerynews.com (see links below).

One article for each of the chewing gum giants.

The one dealing about Mondelez, informs about the intention to enhance the use of new technologies for their marketing, in particular mobile technologies by partnering with start-up companies in the field. For instance, Trident is linked to Rockimity and Stride to Waze. Interesting move!

Mondelez marketing

The second article is about Wrigley and their intention to reinvigorate the impulse channels in Germany. This is a more classical approach to marketing, which is also valid. Interesting to see it in a market (Germany) where Wrigley has a strong dominant position (over 70% market share according to Euromonitor). Other players (local brand Hitschler or the italian Perfetti) have a far much smaller share (below 5%). This market, due to its size and importance, is very carefully taken care of by Wrigley. There are line extensions being launched continuously (for the most classical brands like Orbit or Extra) and also new products being launched in a powerful way (such as “5” in 2009). Also, of course, being a well-developed mature market, the functionality vector is important, and Wrigley launched gums with green tea, aloe vera, vitamin C “Extra Professional + Vitamin C”. In terms of flavors, also according to Euromonitor, Spearmint is still number one, but new combinations appear more and more, like mojito, daiquiri or Pina colada flavour extensions for “Orbit”.

However, according to Mr Gabel (Sales director Wrigley Germany) their sales declined 3% last year, mainly driven by the decline in impulse channels, and that’s why they implement new measures now which include increasing sales force, new displays, increased TV marketing budget, etc.

Wrigley marketing

 

Chewing gum consultant 08/01/2013

Happy New Year 2013!!!

As some people has been asking me recently about the type of consultancy that I offer, I’d like today to post about this issue.

 

By clicking on the “Who?” tab you can see a bit of my CV and there I explain about the services I provide, which are both in the technical and in the marketing fields, always involving chewing gum.

I’ve been doing international seminars for many years and I enjoy a lot the training aspect of my job. I took my first steps in the chewing gum world and learnt initially from Douglas Fritz. Doug is still a key reference in the chewing gum world and I want to express my appreciation and admiration from here. He also invited me to participate in his book “Formulation and Production of Chewing and Bubble Gum”, Kennedy’s Publications Ltd, London , UK.

I also participated a lot in the exciting area of New Product Development, working in many research centers and together with R&D Departments of important companies worldwide I participated in the creation of some of the chewing gums that are today in the market. I have experience both in formulation/ingredients  and also from the process/machinery point of view.

Finally, as I was for 8 years working in Sales, taking care of the commercial activity in 35 different countries around the world, I can look at the chewing gum world from the Marketing and Sales point of view. I like studying the trends of the market and keeping contact with all the players of the industry (ingredient suppliers, machinery suppliers, chewing gum manufacturers,…).

You can contact me in my e-mail: joanmestres@hotmail.com and I’ll be glad to answer your requests. Of course, if you want to send me information to be posted in this blog, I’d very much appreciate it as well!

I will be attending next ISM and ProSweets (Cologne, Germany 27th – 31th January) so I hope to see you there as well.