Perfetti Van Melle has developed a new Center Fresh chewing gum line in India the confectioner claimed will give "long-lasting freshness" to consumers.

Nikhil Sharma, marketing director for the confectionery giant's Indian business, said: "Long-lasting freshness is a very relevant benefit in the gums category. Our R&D developed a product whose freshness lasts longer than the other gums available in the market. We are extremely excited about this new launch and we believe this will open up new avenues for consumption."

The confectionery giant first launched Center Fresh in India in 1994.



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