Chocolate-flavoured gum by Trident

Cadbury is using its two biggest businesses – chocolate and gum – to produce a mint gum with a liquid-filled chocolate-flavoured centre that will hit shops in Britain

Cadbury introduced Trident to British
gum chewers in January 2007 in a market 98 percent controlled by
Wrigley and helped drive Britain's 280 million pound ($545 million)
gum market up 16 percent in the year. The British gum market fell 4
percent in 2006 before Cadbury entered, but the success of Trident
the following year helped it become the world's top gum brand ahead
of Wrigley's Orbit.

Cadbury is spending 10 million pounds
this year behind Trident which includes the chocolate-flavoured
launch and three other Trident Fresh peppermint, spearmint and lemon
flavours.

Last month, Cadbury reported a strong
start to 2008 and predicted its worldwide sales will top its 4 to 6
percent target range helped by continued strong growth in gum
worldwide.