Cadbury enters UK gum market with Trident

Cadbury Schweppes has brought its Trident brand to the UK chewing gum market for the first time with Trident Soft and Trident Splash. Trident, the world’s fastest-selling gum brand offers UK consumers a greater choice of chewing gum formats and flavours in a market that has seen minimal innovation in the last few years.
The launch underpins Cadbury Schweppes’ confidence in the global success of Trident, which grew by more than 20% around the world in 2005.

Trident Splash, an innovative new centre-filled pellet gum with a burst of liquid flavour, and Trident Soft, a soft chew gum that delivers long lasting flavour, bring UK consumers two genuinely innovative products.

The UK gum offer has traditionally focused on functionality and breath freshening through mint flavours; Trident’s flavours (Vanilla Mint and Strawberry Lime Splash, and Tropical Twist and Peppermint Soft) and fun new formats fill a gap in the market – catering for millions of people who like to chew gum purely for pleasure.

The brand was launched with a £10m multi-media advertising campaign.