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Chupa Chups has introduced a new addition to its confectionery lineup: Big Babol Magic Cubes colour-changing bubble gum.

The brand noted that the innovation comes during a period of strong market performance for Chupa Chups Big Babol, with a 23% growth rate in a £17 million category.

The Magic Cubes gum offers a soft and chewy texture, with three vibrant colour combinations and a tutti-fruity flavour that "transforms" as it's chewed.

Kim McMahon, brand manager at Chupa Chups, said: “As a brand wholeheartedly committed to 'Forever Fun,' Chupa Chups continuously seeks to innovate and bring joy to consumers of all ages – and our latest addition of Magic Cubes is no exception!"

“Magic Cubes exemplify our commitment to pushing the boundaries of fun and creativity in the confectionery industry, and we are confident that this NPD will work its magic on the confectionery aisles nationwide. With super playful packaging, adorned with bold graphics and vibrant colours, we know Magic Cubes will make a great addition to any shelf and aid impulse purchase as consumer curiosity piques.”

The gum is available across the convenience channel for an RRP of £1.75.

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