date:Sep 12, 2012
has a solid track record in the U.S., Canada and Japan and is capable of challenging the market leader Wrigley in China.
Kraft has enlisted a young celebrity from Taiwan, KE Zhen Dong, to create buzz among young consumers from 18-24.
The gum challenge
The gum category was previously identified by Kraft CEO Irene Rosenfeld as the problem child in the group during the companys second quarter (Q2) results announced in August.
Rosenfeld said that gum was weaker than all other Kraft snack catego