Cadbury adds duo to Trident

Cadbury is hoping to bring innovation to the chewing gum category with the launch of two flavoured ranges for its Trident brand.

Trident Sweet Kicks comes in a Chocolate Mint flavour, which Cadbury says is the first of its type in the market. The second launch - Trident Fresh Mouth Watering Gum - will be available in Oooh Peppermint, Aahh Spearmint and Coool Lemon flavours.

Hitting retailers' shelves in mid-July, both ranges will be supported by a £10 million marketing campaign that runs with the tagline 'Mess With Your Head' and includes TV and digital ads, sampling and PR activity. New off-shelf display units that merchandise Trident Fresh and Trident Sweet Kicks together will also be rolled out to the trade.

Trade communications manager Kate Harding said: "Consumers view Trident as the innovators in the gum market and we know that providing them with exciting and relevant new flavours drives purchase and category growth.

"Trident Sweet Kicks brings a unique flavour proposition to the gum category in the UK and we expect the product to drive incremental growth for the category through its success."

Both ranges will be available in

nine-piece blister packs with an rrp

of 50p, and Trident Fresh Oooh Peppermint and

Aahh Spearmint will also come in three-pack multi-packs (rrp £1.35).

In brief


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