Cadbury Schweppes, the confectionery giant, is challenging the dominance of chewing gum giant Wrigley with the launch of its Trident gum brand in the UK.
Trident, which it claims is the world’s fastest growing gum brand, will be launched in the first quarter of next year. It is not clear how many products or variants it is planning to introduce under the brand.
Cadbury Trebor Bassett managing director Simon Baldry says: “We see massive potential in the UK for Trident. The UK is one of the top ten gum markets in the world but it has seen little activity or innovation over the last few years.”
The chewing gum sector is the fastest growing area of the confectionery market and has grown by 7% over the last three years. According to Euromonitor, Trident grew by 20% last year and is now the second-largest chewing gum brand in the world. Cadbury has a 26% share of the global market.
The launch is part of Cadbury’s strategy to significantly grow its share of the global confectionery market.
The company has also announced the appointment of Tamara Minick-Scokalo as president of global commercial. She will take over the role on January 2.
She joins from cosmetics company Elizabeth Arden, where she is senior vice-president for Europe. She will be key to the company’s global expansion and marketing strategy.
Prior to her role at Elizabeth Arden, Minick-Scokalo was European general manager for Gallo Wines and also spent 19 years at Procter & Gamble.