Cadbury enters new chewing-gum market

Cadbury Schweppes is launching Trident—reportedly the world’s fastest-growing brand—into the UK market. The product line grew by more than 20 percent last year, establishing it as the world's second largest chewing gum brand.

Cadbury Schweppes holds the second largest gum share in the world at 26 percent and has the number one position in 18 of the top 50 gum markets.

"We see massive potential in the UK for Trident. “The UK is one of the top ten gum markets in the world but has seen little activity or innovation over the last few years, “ says Cadbury Trebor Bassett managing director Simon Baldry. “We firmly believe our entry can only be good news for this category."

Globally, chewing gum is the fastest-growing sector of the confectionery market, ahead of both chocolate and sweets. Across the world, the sector has grown by over seven percent the last three years at constant currency—with a projected worth of more than $19 billion in 2006.