Cadbury, a $10 Billion manufacturer of candy, faced a situation in which shelf velocity and SKU counts at the front-end at Walmart were declining for Trident Gum.
As the Senior Marketing Executive on the Walmart Team, an attitude and usage study was conducted specific to the Walmart shopper to understand what their need-gaps were at the shelf, and identify new product opportunities.
The study uncovered that fruit gums were underrepresented. In addition, no fruit gums provided a sugar-free offering with dental benefits. Based on the consumer research conducted, the brand marketing and product development team formulated two new flavors of Trident gum, which gained full-door distribution and incremental placement at Walmart’s front-end.