Glee Gum's Brand Bubble Grows

Company looks to make sales pop with U.K. distributor deal

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Chances are you haven’t heard of Glee—no, not the TV show, the gum. In a segment dominated by chewmongers Wrigley (Doublemint) and Cadbury (Trident), a tiny brand like Glee, sold in 6,500 retail locations, nibbles on less than 1 percent market share.

That could change. Undeterred by its diminutive size, the Providence, R.I., gum maker just inked a deal with Community Foods, a major U.K. distributor, that will give Glee a foothold throughout Europe. “I can’t say that Wrigley is in any way aware of our existence,” says founder Deborah Schimberg.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in