Kraft Foods has bagged an innovation award from market analysts Nielsen for its Trident Layers gum brand.
Nielsen analysed over 11,000 new consumer product introductions in the US food and drink sector between 2008 and 2010 to determine which products demonstrated breakthrough results in their categories.
The title of Breakthrough Innovation Leader was awarded to 34 products satisfying four requirements: Distinctiveness, Relevance, Category Impact and Endurance.
Trident Layers received a gold award, meaning the product had reached cumulative sales between $100m and $200m
Kraft’s sugar-free gum Trident Layers Trident have a chewy sugar free middle layer with ‘real’ fruit flavor.
The 14-piece packs come in a variety of fruit flavours including peach and mango and sweet cherry and island lime.
The gums contain soy lecithin, aspartame, phenylalanine, and other sweeteners.