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.

The launch will be supported by a three-month national rollout plan. Perfetti is already an established player in India, where it sells its key brands such as  caramelised candy Alpenliebe, Big Babol bubble gum, Centerfresh chewing gum, sugar-boiled Chlormint in candy, gum and mini-capsule form, Cofitos coffee-cream candy, and fruit-based candy Golia.

The Hindu Business Line points out that recent years have been tough for the confectionery industry, with players grappling with a 16% rise in excise duty. "The effect is cascading with almost 37% revenues going in levies and taxes," commented one industry player.