Cadbury is set to launch two more flavoured gums in the UK under its Trident brand.
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The UK confectioner has developed Trident Sweet Kicks Chocolate Mint Gum and Trident Fresh Mouth Watering Gum, in Oooh Peppermint, Aahh Spearmint and Coool Lemon flavours.
The company described Trident Sweet Kicks as an “indulgent” chocolate-mint flavoured gum, while it said Trident Fresh offers a “revitalising sensation on-the-go”.
Cadbury said that it hoped the move will drive increased sales in the high-growth UK gum market.
“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,” said Kate Harding, trade communications manager at Cadbury.
“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,” she said.
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By GlobalDataThe launch will be supported by Trident’s GBP10m (US$19.6m) multi-media campaign leveraging the brand’s ‘Mess with Your Head’ campaign idea.
The gums will be launched on 14 July.
