Glee Gum's Brand Bubble Grows

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

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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.

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