28 Jan 2008


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Trident chewing gum launches new products

Cadbury Trebor Bassett

Trident

confectionery

sugar mints and gum

Source : Cadbury Trebor Bassett
Launched into the UK chewing gum market in January 2007, Cadbury Trebor Bassett's (CTB) Trident provoked a transformation of a category that had previously been in ongoing decline.

Since the launch, an astounding £38m incremental sales value has been added, with seventy-five percent of this growth delivered by Trident.

With the category now enjoying phenomenal growth of +16% , in 2008 CTB is planning to invigorate the market even further and bring consumers and customers innovation bursting with flavour and fun.

To kick-start their plans for 2008, CTB will be launching three new great-tasting products:

• Trident Splash Apple & Apricot Flavour
• Trident Soft Strawberry Smoothie Flavour and
• Trident Soft Spearmint

In-store from February, these new SKUs will add more excitement and choice into the category, and will be followed by a bold new Trident marketing campaign.

Trident Splash, the biggest global gum innovation of the past 10 years, continues to attract new consumers into the category. The juicy-centred gum featuring dual flavour combinations is already available in Strawberry & Lime, Vanilla & Mint and Raspberry & Peach.

The new Trident Splash Apple & Apricot will no doubt prove another tasty favourite after testing as well as the best-selling Trident Splash Strawberry & Lime in consumer research. It comes in a convenient blister pack that maximises freshness and improves product protection and dispensing. The vibrant, colourful packaging provides fantastic standout at the fixture to capture shopper attention.

A distinctive soft-textured gum, Trident Soft is crammed with long-lasting flavour, that gradually releases as you chew. For consumers looking for a soft yet flavoursome gum, CTB is launching Trident Soft Strawberry Smoothie which offers delicious creaminess and Trident Soft Spearmint for mint lovers.

Both build on the existing range of Trident Soft Tropical Twist and Trident Soft Peppermint. Both flavours are packed in a handy, re-sealable flip-open envelope pack for easy access. Each piece of Trident Soft gum is individually wrapped for freshness and convenient disposal.

Kate Harding, Trade Communications Manager, at CTB comments: “Trident has revolutionised the way gum is perceived in the UK and CTB is excited about the introduction of Trident Splash Apple & Apricot, Trident Soft Strawberry Smoothie and Trident Soft Spearmint which are set to lead to further excitement, interest and sales in the category.”

Cadbury Trebor Bassett recommends that Trident should be sited with existing gum displays to maximise sales. Research has proven that shoppers expect to see all gum products merchandised together. A wide range of Trident point of sale is available. For more information retailers should contact their local Cadbury Trebor Bassett representative.

Trident Splash Apple & Apricot has an RRP of 50p and Trident Soft Strawberry Smoothie and Trident Soft Spearmint; RRP 69p.

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