To support the introduction of a novel and premium chewing gum to the market that would challenge the decline in gum sales and capitalise on a trend towards fruit flavours.
A combination of Qualitative Focus Groups and User Experience Testing amongst fruit gum users and non-users to understand opinions, barriers and motivation to fruit gum; attitudes to the brand; the attributes of the ideal gum; response to prototypes and their fit to brand and concept; determination of optimum pack size and the optimum range of flavours to launch.
Fruit gum is viewed as youthful and demands vibrant and fun flavours making it a great fit for the brand. The new gum delivers these strong flavours in combination with a textural complexity usually associated with a candy. The research supported the product positioning as well as decisions over the flavour range and pack size.