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However one possible way to overcome this would be, although not altering the taste of the products themselves, by using the brand name in association with other items, such as sugar free gum (which Cadbury hopes to launch later this year) it can highlight its recognition of consumer issues.
Other niches that remain to be explored are that of fair trade and use of organic products...
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Many firms have now replaced artificial flavours and colours in favour of fruit juices and other natural alternatives. Although these may raise costs for firms they could also provide substantial gains in the industry.
In addition, although the two market leaders do not face any sizeable threat from rivals in their own domain they need to be aware of substitute products eating away at their market share...
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Confectionary Market
products,services, and prices in the free market economy
sugar free trend
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