Cadbury: Chocolate-to-Gum

Good ol' cadbury is changing its future business focus from chocolates to chew(gum). New CEO Todd Stitzer is looking at chewing gum and sugar candies for growth. with the chocolate market getting saturated (at least in devleoped world) and with hi-reach in developing world (cadbury has 75% market share in India) the future growth is from gums and candies.
Cadbury has launched 'Bilkul' in India--a pan (betel leaf) flovored chew candy, an oldtime Indian favorite past time/post meal chew. globally sugar free gum/chews are growing at 8%+ Year-on-year compared to less than 5% of of chocolates its natural for cadbury to look at this segment.
already no. 3 in US bottled soft-drinks market it is trying to consolidate and gain share. analysts predict cadbury to come out of bottled fizz market and focus on its confectionery business.

Source: Summary of Fortune article