Italian sugar confectioner Perfetti is rolling out its new Happydent White teeth-whitening gum in the booming Indian market. Happydent White is the first teeth-whitening gum to hit the Indian chewing and bubble gum market, which is worth some Rs300 crore (US$64m). Perfetti believes India is an ideal market in which to launch Happydent White, which has been tested in the University of Zurich, as Indian food contains generous measures of colouring agents such as turmeric and chilli, which yellows teeth.