Wrigley and Kraft opt for smaller gum packs for cash-strapped US consumers

24-Oct-2011 - Last updated on 04-Nov-2011 at 08:28 GMT

Gum titans Wrigley and Kraft Foods plan to introduce smaller five-piece chewing gum packs at reduced rates to boost US sales and reflect consumer spending trends.

Gum brand Wrigley, owned by Mars, is set to offer its smaller packs from next year while Kraft Foods’ Trident and Stride gums plan to hit the US market with smaller packs a little earlier in December this year.

Kristen Kinkella, EU director of corporate affairs at Wrigley told ConfectioneryNews.com: “This is specifically a US initiative to deal with the realities of the US economy.”

However, she said Wrigley would not rule out rolling out smaller pack sizes in other regions to suit consumer spending habits.

“Of course, we believe it makes sense in all countries around the world to offer our products at the relevant price points and meet the needs of our consumers,” she said.

Meanwhile Melissa Batchilder, manager of corporate and legal affairs at Kraft Foods also told this site that Kraft’s smaller pack sizes were exclusively a US-based initiative.

“The package design was adapted from multi-pack packaging, leveraging the smaller individual pack size to offer a product at a lower price point. We think this will be a great option for today’s value-conscious consumer,” she said.

Trident and Stride gum will soon be sold in five-stick packs in the US for 50 cents (€0.35) per pack. Trident 18-piece gum and Stride 14-piece gum currently retail at $1.29 (€0.92).

“These new products are currently hitting convenience stores nationally, initially reaching stores in standalone displays. In December, the packs will begin appearing on convenience store shelves merchandised alongside other gums,” said Batchilder.