Trebor aims to invigorate category growth with bold new packaging and NPD

Creating more moments of pleasure, Cadbury is thrilled to announce that Trebor, the UK’s leading mint brand, is now extending its offering into the gum category with the introduction of Trebor Extra Strong Gum. In addition to the launch, Trebor has also re-designed the UK’s number one selling mint range, Trebor Extra Strong Mints and Trebor Softmints with a strong, bold, contemporary new design.

Cadbury research shows that mint and gum category sales could be stimulated because consumers are keen to see a gum introduced into the Trebor portfolio and wondered why Trebor had waited so long to do so. Cadbury identified the opportunity to grow the gum category by appealing to the 35+ aged consumer and Trebor Extra Strong offers the perfect brand to do this. The new gum comes in a convenient stick pack containing 10 pellets and has an authentic mint taste with a strong and long lasting flavour, in keeping with the rest of the Trebor Extra Strong range.

The new launch of Trebor Extra Strong Gum will be supported with a £3.5m media spend kicking off in August, including in-store activation, TV, outdoor and press advertising, PR and a direct mail to customers. In-store mixed Hods and counter units containing both gum and mints will be available to retailers, creating the opportunity to promote across the categories.