Cadbury Trebor Bassett says its Trident brand has taken an 11.9% share of the UK chewing gum market in its first month.

This has contributed to an overall gum category uplift of 13.2% according to ACNielsen figures.

Mike Tipping, CTB’s head of customer relations, says: "From in-depth market analysis commissioned last year, we know that globally no other gum launch has made this impact in such a short period of time."

The launch is backed by a £10m advertising campaign.

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