Mars launches its popular chewing gum brand Juicy Fruit in India

Mars Inc., the local arm of one of the world’s largest confectionery companies, has introduced its popular chewing gum brand Juicy Fruit in India. Launched in 1893, Juicy Fruit is one of the oldest gum brands in the world.

Andrew Leakey, General Manager for India, Mars Wrigley Confectionery, said, “The product is locally designed and is priced keeping Indian consumers in mind. This is coming out of our factory in Baddi, it is locally designed and relevant to the local market.”

Juicy Fruit will be sold at Rs 5 in India.

“We are enjoying good growth in the category (chewing gum). Across non-chocolates, the category is growing at 16%. We do find that consumers are looking for global brands with a local twist, with a great flavour,” Leakey added.

Mars India sells brands like Snickers, Skittles, Doublemint, Orbit and M&M’s in India. The company draws half its sales from the confectionery and chewing gum category and the remaining from the chocolate portfolio.

The company began manufacturing Snickers locally in 2016. Earlier in 2019, Mars launched the Skittles brand of candy in India. It is also selling the popular pet food brand Pedigree here.

In a bid to expand its India business, the chocolates and candy maker had invested close to $150 million in the past five years.