Trident aims to spear UK market

Cadbury Trebor Bassett has launched a global chewing gum brand in the UK.

Trident will be supported with a £10 million marketing campaign that includes TV, outdoor and online ads. Trident Splash (rrp 50p) comes in two dual-flavours - Strawberry & Lime and Vanilla & Mint - and Trident Soft (rrp 69p) comes in Peppermint and Tropical Twist. Both are also available in three-packs.

Cadbury spokesman Mike Tipping said: "Trident is a huge brand with a proven track record for growing the gum category around the world. Returning the UK gum category to profitable growth will have significant benefits for all retailers."

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