Cadbury Trebor Bassett – Trident Gum UK Launch
Packaging Branded: Food & DrinkColey Porter Bell
It is May 2006; the UK chewing gum category is worth £258m1. Wrigley has a monopoly, with 97% value share. Its focus is, as ever, on freshness and functional benefits. The category remains a low interest impulse purchase, and the UK market is in its second year of decline 2.
Fast forward to May 2OO7. The UK gum category is now growing by 20% a month for the last four months and increased in value by £11.9m....