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Issue Date: Vol. 46, No. 11, November 2006, Posted On: 11/29/2006

NAMA Showgoers Chew On Potential Of ‘Dentyne Ice’ Sugarless Bulk-Vended Gum

Emily Jed

ORLANDO, FL — Super ProVending Group COO Tom Siciliano presented the opportunity to full-line vending and OCS operators to provide sugarless gum through bulk vending machines alongside their existing banks at the NAMA National Expo here and said their response exceeded his already high expectations.

SuperPro Vending Group, a bulk vending contract manufacturer and distributor, signed an exclusive marketing and distribution agreement with Cadbury Adams USA LLC in September to be the only bulk vending distributor of sugar-free Dentyne Ice pellet gum in the United States. To support the Dentyne Ice bulk vending rollout, SuperPro Vending is offering a bulk vender line with the gum product’s striking logo and “2 for 25¢” signage (See VT, September).

At the SuperPro Vending NAMA exhibit, Siciliano pointed out to showgoers that the new program presents unprecedented opportunity for incremental bulk vending sales in locations they already serve. Vending customers who receive change from a purchase in a full-size vending machine have the coinage in hand for a purchase in an adjacent Dentyne Ice bulk vending machine. There is a wide audience of consumers who desire only a single serving of gum, he pointed out, and the availability of bulk sugar-free gum appeals to a previously untapped away-from-home adult market.

Siciliano underscored that the program provides a 213% profit margin, an incremental revenue component at existing locations and no additional operating costs. Plus, the machine requires service only once every few months, considering the gum is freshness dated for at least six months.

The SuperPro executive also announced at NAMA that the company has added Dr. Frank Lawlis, author and medical consultant to the Dr. Phil Show, to serve on its Medical Advisory Board. Dr Lawlis’s studies and research show how chewing gum can improve memory and productivity. Siciliano also reported that Dan Mathews, COO of NAMA, has joined SuperPro’s board of directors.

Last month, SuperPro announced the appointment of Siciliano as its chief operations office and vice-president of sales and named Steve Peterson and Spears Latimore as co-chairmen; Peterson will also serve as chief executive office and Latimore as chief strategy officer (see VT, October).

SuperPro Vending Group reported that second quarter 2006 revenues rose 66% over the first quarter of 2006. The company generated $112,286 in vending machine revenues during the second quarter of this year, compared with $67,379 in the first quarter.

The firm also noted a 101% increase in total machines sold during this period from the first segment of this year, with 847 SuperPro machines shipped versus 420 units in the first quarter.

SuperPro Vending Group maintains a website at superprovending.com, and can be reached by phone at (800) 288-0958.

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