Nestlé and Colgate-Palmolive have signed a multimillion pound global deal to develop oral care products aimed at the confectionery fixture.
The arrangement, which starts next year with distribution of Colgate Dental Gum, gives the toothpaste giant a way into confectionery, while Nestlé gets a foothold in oral care, growing at 20% year-on-year.
The duo's combined might offers a threat to chewing gum leader Wrigley, which expanded into oral care in January with Extra Thin Ice.
A Wrigley spokeswoman said the development would "bear watching, given the strength of Nestlé's front-end distribution".
It may also raise alarm bells for Cadbury Schweppes, which bought the world's second biggest chewing gum maker Adams earlier this year and also made its debut in oral care with Trebor 24-7 gum pellets.

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