When sour is sweet If chewing gum is an adult taste, then bubblegum, with its strong play appeal, firmly belongs to the children's and teenage market. Wrigley marketing director Alistair Whalley says its Hubba Bubba, introduced 10 years ago and now a £10m brand, appeals largely to children between six and 12 years old. "The important thing with bubblegum is to keep the product refreshed to maintain interest. With Hubba Bubba we regularly review flavours, introducing new ones to replace slow sellers." Leaf has an active programme of product development for its children's Fun Factory range which includes leading bubblegum brands such as Eyestoppers, Jawbreaker, Zappers and Rainblo. Recent launches have included Green Howlers, Funky Freaks and Devil's Fireballs ­ which join the spine chilling House of Terror range ­ and the introduction of Cartoon Network and Marvel Comics character licences. Eyepoppers has been relaunched with new packaging and six mega sour flavours which meet the trend in children's confectionery for sharp, extreme tastes says trade marketing controller Anne Allin. Its latest product, Westlife Cool & Minty blue spearmint bubblegum, is strongly branded with the successful boy band. Each 25p pack of five bubblegum balls includes a Westlife tattoo. {{FOCUS SPECIALS }}

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