The product is designed to tap into the fast moving growth in the gum market, which recorded a 16 per cent rise in global sales during the first eight months of 2006, said Sleever International. Sleever said the new package was initially developed for use by Cadbury. Cadbury Hollywood brand in France, which is also marketed as Trident in Spain and Stimorol in Northern Europe, is being put in the new spherical pack. The pack contains 70 pieces of chewing gum, instead of the 10 or 20 currently offered in conventional chewing gum packs. Fabien Guyot, a packaging development manager with Cadbury Schweppes, said the company chose the sleeve because it provides visible evidence that the product has not been tampered with. "The idea of the new pack is to create a new pattern of gum consumption," he said. "Rather than carry the pack with them, people will leave one at home, in the office, or in the car, creating points in their daily routine at which they can enjoy the pleasure of chewing gum." Sleever said it worked with Cadbury throughout the process, from the initial design to the choice of the best type of packaging film, and the production and application of the sleeve. "Sleever International's own studio was able to guarantee that the design could be carried over from the flat drawings to the spherical pack without any distortion or loss of detail," he said. The process included choosing the company's SI-OPS-TF / 060 sleeving film, which has anti-tear properties to prevent tampering. SI-OPS-TF / 060 can take the micro perforations used to make sure the product can be opened easily while providing protection against contamination. The film can be shrunk onto the pack using a ultra-violet system, rather than by steam. The system reduces the chance of the product being damaged during the packaging process, Sleever stated.