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bizgirl

international librarian of mystery

Friday, May 21, 2004

Smaller, but lasts longer

In a follow-up to a previous post on Wrigley's relaunch of Juicy Fruit chewing gum in a smaller package (but for the same price), Peter McLennan reports that NZ Wrigley's Managing Director has taken the time to write to him (apparently his original complaint made it all the way to the top of Wrigley's HQ in Chicago), to point out that recent improvements to the formula of Juicy Fruit have resulted in less need for size, as the gum now has more endurance. I quote...
The key factor is that the new versions of Juicy Fruit - in both the original flavour and the new Strappleberry - embody significant new technology and performance improvement.

Consumer research and feedback consistently tells us that flavour duration is the most sought-after product improvement, and this we have achieved.
It's smaller, but lasts longer? Don't know if I'm all for that line of reasoning.

And what sort of GE-mutant flavour is strapleberry?