Cadbury Trebor Bassett is to challenge the dominance of Wrigley and move into the UK gum market with its launch of Trebor 24-7, a mint and gum range aimed at 16- to 24-year-olds.
Trebor 24-7, which will be available in the spring, is a range consisting of three mints: Mighty Mint, Lemon Lift and Airsurge; and two gums: Mint Power Gum and Power Bright Gum. The range is already available in Australia.
The sugar-free products will be marketed on different benefits, such as teeth-whitening and breath freshening. Cadbury wants to promote the idea that there is a version for every social occasion of the day. The products come in an oval-shaped dispenser – similar to Chupa Chups’ Smint range – which dispenses the mints one at a time. Cadbury is designing a unit where all of the products can sit together in store.
Marketing plans have yet to be finalised, but industry insiders believe that a multi-million pound campaign will focus on sampling in clubs and universities, and television advertising. Euro RSCG Wnek Gosper handles the Trebor brand’s advertising.
Cadbury has made no secret of its desire to become a player in the chewing gum market. In June this year it acquired the Danish gum manufacturer Dandy, and last year it bought French gum company Hollywood. It has also admitted in recent weeks that it is interested in buying Pfizer’s Adams.