Today I wanted to “replicate” an interview with the CEO of SIMPLY GUM, from the USA, which has been published by www.confectionerynews.com (see link to the article).
Mr Caron Proschan declares his intention to compete for shelf space with Wrigley. When it comes to the issue of shelf space, I cannot avoid to tell you how frustrating it is for us, people at the technical (R&D and production) side of the chain, to see that all our efforts in developing a great product, with right the flavor profile that we want, the packaging that appeals the most, the shape, size and appearance that has been stated in the definition of the product, do not lead to a successful sales record because of the wrong positioning at the sales point. This parameter is so important (and so difficult to obtain) that we might think that all the other are insignificant.
I leave you with the article by Douglas Yu, although I do not agree compeltely with all what is mentioned there… but that would be too long to discuss here…
Chewing Gum Consultant 