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By Bernie Pacyniak

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Says Melissa Batchilder, the corporate affairs manager at Kraft Foods. ” Although Kraft hopes to be successful with their latest item, according to Mintel, functional gum and mint products have not been met with a tradition of success. Wrigley’s Stay Alert gum and Surpass antacid gum folded after disappointing performances. “The vast majority of purchases of these types of products are impulsive,” says Browne. “The consumer that makes these sometimes split second decisions are operating with other priorities in mind as far as flavor and the right price point.

Com Roquette America . . . . . . . . . . . . . . . . . . . . RC7. . . . . . . . . . . . . . . . com Sensient Colors . . . . . . . . . . . . . . . . . . . . . RC11. . . . . . . . . . . . com Sollich North America . . . . . . . . . . . . . . . . . . . 19. . . . . . . . . . . . . . . . . com Union Confectionary Machinery. . . . . . . . . . . . . . . 35. . . . . . .

They plan to start producing a tablet with a cream-like center or maybe even an almond cluster to be used in a chocolate extremely high in polyphenols — those chocolate fighters that like radicals to neutralize free radicals. “We see the field growing,” says Gasaway. ” Product placement also can be a challenge for manufacturers, who aren’t sure whether to place their items in the candy or health aisle. Browne says he sees this problem, but expects it to dissipate, pointing out that gum products, even the premium, functional ones, have already begun to be merchandised together.

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