Cadbury’s expands its gum category

Cadbury’s is taking its gum category growth to the next level with the launch of two new Trident offers which are set to hit UK’s stores next month.

Trident Sweet Kicks offers a hint of chocolate with a sweet refreshing mint flavour and is aimed at consumers looking for a flavour hit through the day.

The Trident Fresh product is available in three mint flavours – Oooh Peppermint, Aahh Spearmint and Coool Lemon – and is packaged in eye-catching colours of yellows, greens and blues.

The new products, coming to stores on 14 July, are available in nine piece packs with a retail price tag of 50p each.

Trident gum brand has brought two million new users to the gum category since its launch in January 2007 and has driven 75 percent of the £38 million in gum category growth.

Just one in five shoppers notice gum in a store, but when they do, 96% of them make a gum purchase.

Words: Maria Bracken

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