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Mondelēz to divest Trident, other gum brands

Mondelēz International plans to divest its gum business, including its Dentyne and Trident brands, in developed markets after completing a strategic review of the division during the past year.

The maker of Oreo, Triscuit and Cadbury said it is reshaping its portfolio with a long-term goal of accelerating growth and generating 90% of revenue in chocolate and biscuits, including baked snacks. Chocolate and biscuits are attractive and historically durable categories in both developed and emerging markets, Mondelēz said.

Mondelēz will continue to operate other brands and products within its candy business, as well as its emerging market gum business.

Mondelez International said it is conducting a “strategic review” of its gum segment that includes brands such as Trident and Dentyne, Luca Zaramella, the company’s CFO, said.

The snack giant is focused on restoring the segment to pre-COVID-19 levels before it decides to “potentially assess whether there are other avenues for us to create more value for Mondelez shareholders,” Zaramella said.

Mondelez is “looking at all options to improve value” in gum and that “there are no foregone decisions.”

Gum has been one of the hardest hit segments during the pandemic as consumers spend less time on the go, where much of the consumption in the category takes place.

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