It looks like cotton candy, but it chews like bubble gum. The new Airheads Cotton Candy Bubble Gum hits stores this summer.
The initial roll out includes 54-count counter toppers and 144-count floor displays.
Perfetti Van Melle, the maker of the gum, is holding off until the fall to launch a TV spot—developed with kid-focused networks, as opposed to an advertising agency—to ensure that demand does not outstrip supply, said spokesperson Mike Maul.
The gum marks the first new product launch in the U.S. for Perfetti Van Melle USA Inc. since it merged with Dutch-based Van Melle in 2001.
WBK, Cincinnati, designed the displays. Packing was designed by Selections, Perfetti's agency in Italy.
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