Orbit, the best selling chewing gum brand, reached sales worth 29.5 million euros (104.6 million RON) in the first half of this year, up from almost 25 million euros (91 million RON) last year.

"Orbit witnessed growth by 10% in terms of volume and by 15% in terms of value (in RON, i. e.) in the first half of this year. The trend was helped by the product launches of the first half, when Orbit Sugarfree chewing gum was re-launched and the Herbal variant was added to the Orbit Professional range," stated Mihai Georgescu, general manager of Wrigley Romania.

He says Wrigley has come to hold 96% of the chewing gum segment, of which the Orbit brand alone accounts for 65%, according to the AC Nielsen data.

Wrigley in the first half of the year saw its turnover advance by 14%, according to its own estimates. Wrigley derives approximately 90% of turnover from the chewing gum segment, company data reveal.

"We have a continuous development plan, including new product launches, line expansions and promotions, because we intend to retain our leading position on the chewing gum market, at the same time strengthening our position on the candy drops market," adds Georgescu.

Orbit Drops and Solano are among the candy drops brands Wrigley's portfolio includes. The third candy drops brand in the company's portfolio, Juicy Fruit, was launched early this year, as part of the strategy related to the company's expansion of the segment of candy drops and gum candy to a market share of 40%.

"We expect new players to enter the domestic sweets market in the wake of EU integration, which is good for the market, both for consumers and for us, because all this is speeds up market growth," comments Georgescu.

Wrigley's portfolio on the domestic market currently includes chewing gum (Orbit brand, with the Orbit Professional sub-brand, Airwaves, Winterfre