Chiclets, the pioneer brand
For Mondelēz, the Mexican market is one of the five most important in sales within the confectionery category. The company sells seven out of 10 chewing gums in Mexico.
chewing gumthe brand that triggered the development of the chewing gum category nationwide, has positioned itself in the minds of Mexicans, and has even become an iconic product in the country.
“Chewing gum has always been an essential part of Mexican life. Chiclets opened the door for us in Mexico and was the basis for achieving the success we currently have,” said Isabel Arceo, Marketing Manager of Chewing Gums for Mondelēz. Mexico.
But after 95 years, the brand recognizes that it is necessary to evolve and adapt the offer to the new consumption dynamics, which has translated into “strategic investments”, not only in manufacturing plants, but also in innovation, which is ” a key engine for growth,” Aguilera said.
Faced with this situation, Mondelēz rethought its sales strategy and formed an alliance with Mercado Libre and Amazon for the distribution of its products.
Last October, the company also inaugurated its Tech Center in Tlalnepantla, State of Mexico, where several of the chewing gum formulations that the company markets under various brands are developed, both in Latin America and in much of Europe and North America.
Mondelez is 12 Tech Centers around the world and the one in Mexico, which today has 5,000 square meters and 170 workers, required an investment of 14.2 million dollars.
Sugar-free and nicotine gum become popular
Some of the trends that Mordor Intelligence detects that they are driving the recovery of the category are nicotine gum and zero sugar.