There is definitely room in the category for further innovation within the gum market, as consumption of gum in the UK is still lower than other markets. An additional factor is that consumers are responsive to new flavours and formats. There has definitely been a lack of innovation in the UK gum market over recent years, that has led to a decline in sales. There is now more opportunity to expand the market so that it falls into line with the global norm, and to attract more consumers to gum. This will drive incremental sales for retailers and of course suppliers.