MAM
Mars wrigley confectionery adds to its gum portfolio with all new juicy fruit
MUMBAI: Mars Wrigley Confectionery today announced the launch of JUICY FRUIT® Chewing Gum. The new brand launch is in line with the company’s aim to strengthen its portfolio in India and expand its presence in the Fruity Gums category in the country.
The brand will be launched in India with the proposition of “Itna Juicy Kaise” and promises to deliver a burst of curiosity in an unimaginative world.
JUICY FRUIT®, first introduced in 1893, is one of the oldest gum brands, loved by consumers across the world. It will now be available in India in a delicious STRAWBERRY flavor in a BUBBLEGUM format priced at INR 5.
Talking about the launch, Mr. Yogesh Tewari, Marketing Director, Mars Wrigley Confectionery, said, “The launch of JUICY FRUIT® is a significant step in our journey in India and reiterates our commitment to growing the market here. Mars Wrigley Confectionery has already made significant inroads in the fruity confections category in India, with the launch of Skittles® candy last year. With its proposition of ‘Itna Juicy Kaise’, JUICY FRUIT® promises to be a vibrant burst of fun and curiosity in the middle of a consumer’s mundane day. Consumers in India have shown us tremendous love for our products and we are confident that JUICY FRUIT® will be no different.”
The ‘Itna Juicy Kaise’ proposition will be brought alive through a robust digital campaign and supported by on-ground promotions, which will resonate with the brand’s belief that EVERYONE SHOULD LET OUT THEIR PLAYFUL SIDE.
The campaign promises to deliver on an imaginative variety of texture, flavor and fun experiences. JUICY FRUIT®’s mission is to champion curiosity and overcome barriers to it. This manifests itself through a video which shows two colleagues enjoying a midday work break over JUICY FRUIT® chewing gum. The duo cannot help but wonder how this gum is so juicy & hence implores ‘ITNA JUICY KAISE?’, the third colleague elaborates what is apparently common knowledge that what makes Juicy Fruit so juicy is the ‘’Juicedratics Equation’’ which is a super top-secret formula stored inside a safe, which in turn is in a vault stored in a volcano. You can click here watch the film.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
