Controlling a store’s hotspot is key to driving gum sales. Can Perfetti muscle up against giant Mars?
Last week Perfetti van Melle completed its acquisition of Mondelez’s US, Canadian and European gum businesses. Perfetti paid US$1.35b and acquired a plethora of brands including Trident, Dentyne, Stimorol and Bubbalicious. Perfetti has annual revenues just shy of €3b, so this acquisition is very substantial. Managing the integration from an operational and commercial perspective will …