Nestlé and Colgate-Palmolive are joining forces to market dental chewing gum around the world.

Using Colgate’s oral care expertise and Nestlé’s background in marketing and distribution, the duo hope to challenge Wrigley in the rapidly growing sector. Their first product will be Colgate Dental Gum, though later products may be co-branded with Nestlé if the partnership is a success.

Data sourced from: Financial Times; additional content by WARC staff