Cadbury Spain has gained control of Spain's chewing gum market, knocking off archrival Wrigley's from the top spot, a Cadbury spokesperson confirmed to just-food on Tuesday (2 May).

Citing data from market research firm AC Nielsen, the spokeswoman said that Cadbury now controls 45.6% of Spanish adult bubble gum sales, up from 43.2% as of December 2004. That compares with a 44.1% share for Wrigley, which fell from 44.4% during the same
comparative period.

The spokesperson added that Cadbury hopes to boost its bubble gum market share to 50% in 12 months.

"We have done a lot of innovation, marketing and product launches," the spokesperson said, commenting on Cadbury's gains.

Cadbury's leading brand Trident thwarted sales of Wrigley's top seller Orbit during the period. The former's market share rose to 43.3% compared with 39% for Orbit, the spokesperson added.

Wrigley's, which also sells the well-known Trex gum in Spain, could not immediately be reached for comment.