Extra gum is facing increased competition in the UK gum market. In 2007, Cadbury Schweppes introduced Trident gum and gained a 15% market share quickly. The document discusses various strategies Extra could take to differentiate itself and drive growth, such as developing new product innovations, more clearly defining the Extra brand, or positioning Extra as helping to improve focus, concentration and alertness based on research into the effects of chewing gum on the brain.