BOURNVILLE, Birmingham: UK-headquartered confectionery giant Cadbury is preparing to launch a "Willy Wonka-esque" chocolate-flavoured chewing gum.

The product, which goes into stores in Britain and Mexico next month, comes under the Trident Sweet Kicks brand and is a mint-flavoured hard pellet filled with a chocolate liquid centre. 

This extension of the Trident brand - which grabbed 10% of the UK market when it first launched - is Cadbury's next step to challenge the US-based Wrigley Company's gum dominance.

The launch will be backed by a £10 million ($19.6m; €12.6m) advertising campaign this year created by JWT.

Data sourced from; additional content by WARC staff