Trident targets dieters with mint-chocolate gum

LONDON - Cadbury is preparing to launch a mint-chocolate variant of its Trident chewing-gum brand, aimed at chocolate-lovers who are watching their weight.

The mint-chocolate product, which will be one of four gel-filled variants added to the range, will be available by the end of next month. Lemon, mint and peppermint flavours are also planned, and the launch will be backed by a TV campaign that will communicate the products' rehydration properties.

The push is part of a new product development strategy by Cadbury intended to steal share from the chewing-gum market leader Wrigley.

At the end of last week Kellogg announced that it was launching a mint-chocolate variant of its Special K bar to attract consumers to the cereal bar category, which is dominated by fruit and nut products.

Trident Splash is currently being promoted with a TV campaign, created by JWT, that continues the brand's 'Mess with your head' theme. It shows a woman in an airport, whose mind takes her to a surreal imaginary world.

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