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The Wall Street Journal has a story about how gum manufacturers are responding to a challenging fact: "Gum sales dropped 4% globally by volume between 2010 and 2018, according to Euromonitor, and 23% in the U.S."

The response: "Trying to turn things around, Mondelez and other gum makers are coming up with formulas that they say convey additional benefits. Trouble sleeping? There is a gum for that. Other new chewing gums purport to boost energy, alleviate headaches and stimulate weight loss."

Mondelez, for example, sees "the possibility of a gum designed to boost energy and another containing cannabidiol, a compound derived from hemp that many consumers and food makers believe conveys health benefits. The maker of Oreo cookies and Ritz crackers has added a gum under its Halls brand in Europe, moving the cough-drop brand into breath-freshening. Separately, it is looking for ways to promote the gum’s benefits, like oral care, in the U.S."

Another example: "Apollo Brands LLC is selling 'Fly Gum,' which releases caffeine and vitamin B. The Denver startup said its gum helps frequent travelers and pilots combat jet lag. Apollo also sells the same recipe as 'Golf Gum' that purports to help golfers stay energetic and focused. Los Angeles-based NeuroGum makes a caffeine-laden brand that touts the same benefits.
KC's View:
I suspect this approach will work. I had a family member who saw the headline of the Journal story - "Chew on This: Gum That Promises to Help You Sleep and Make You Skinny" - and said, "Where do I buy it?"

I explained that I suspected that it will be one gum that will help people sleep and another that will help them lose weight … but this reaction suggests to me a double-barreled combination with real marketing potential.