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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