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basketAmericans are chewing 30% less gum than they did a few years ago, and gum companies’ latest innovations include gum that disappears after a few chews, gum packets designed to fit into car cupholders, and gums that taste like desserts. “It’s a classic example of innovating at the seams between two categories,” Will Papa of Hershey says. “You have to be on the lookout for that unmet need.”

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