Trident hits the UK

08 January, 2007
Page 50 
Cadbury Trebor Bassett is entering the UK gum market with the launch of its international Trident brand. Cadbury says Trident is the world's second-largest gum brand and is supporting the UK launch with a £10m spend, including TV advertising and sampling.
The first products available will be Splash and Soft in two flavours. Splash is a dual-flavour product with a juicy centre, while Soft is said to have a texture that starts soft and stays soft.Meanwhile rival Wrigley has announced three new additions and the relaunch of the Orbit brand.Extra is available in a new 60-pellet bottle, only in forecourts and the multiples. The pack is designed for easy storage in the car. Rrp is 2.29. There's also new format Extra Ice with a liquid centre and a bubble gum version, Hubba Bubba Glob. Finally, the new Orbit Complete range contains plaque-busting Xylitol.Cadbury: 0870 191 7342 Wrigley: 01752 752094



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