Wrigley believes Cadbury may have broken competition rules with the
launch of a new line of gum. In two months, Cadbury has gained 12
percent of the UK gum market, and Wrigley may be upset about perceived
positioning preference by retailers. While Wrigley dominated the
chewing gum market, Cadbury is much more powerful in the confectionery
market as a whole in the United Kingdom, and has greater influence with
food retailers and newsagents.
In Britain, Wrigley is taking Cadbury to court
Two major chewing gum makers may be waging a legal battle if Chicago-based Wrigley has its way.
May 31, 2007
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