Cadbury is extending its Trident line of sugar-free gum with Trident Vitality, which is designed to bring a more sophisticated blend of flavors.


Trident, Trident Vitality, Cadbury, gum, sugar-free gum, Vigorate, Rejuve, Awaken, vitamin C, ginseng, white tea, Kelly Bivens
































































































































































































































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Trident sugar-free gum adds Vitality flavors

December 9th, 2010

PARSIPPANY, N.J. – Cadbury is extending its Trident line of sugar-free gum with Trident Vitality, which is designed to bring a more sophisticated blend of flavors.

The company said Trident Vitality comes in three "feel-good" flavors — Vigorate, Rejuve and Awaken — that add "a little piece of delicious well-being" to the gum-chewing experience, with vitamin C, ginseng or white tea infused into each piece.

Each of the Trident Vitality flavors has its own twist. Vigorate brings a burst of citrus and strawberry with vitamin C, with one piece containing 10% of the daily value of vitamin C. Rejuve offers a refreshing blend of luscious mint and white tea, and Awaken serves up a "peppy peppermint" flavor with a dash of ginseng.

Cadbury noted that Trident Vitality also will sport sleek, stylish packaging that features a unique, fun "click" when open or closed. The packaging is a full box, with a blister pack inside, and conveniently closes to ensure that the blister pack does not slip out — unlike traditional blister packaging, which is cut open on both sides, the company said.

The product launch will coincide with a new integrated national campaign including television, print, in-store marketing, online and viral media, as well as a 20-market sampling tour and strategic national partnerships.

Plans call for Trident Vitality to roll out in select stores in January and then to become available nationwide in convenience, drug store, mass merchandise, supermarkets and other retail outlets in February. It carries a suggested retail prices of $1.29 for a single pack and $2.89 for a three-pack.

"Based on research, we found that many consumers were looking for unique new flavors that fit with their wellness lifestyle," commented Kelly Bivens, brand manager for Trident. "We always try to respond to consumers needs, and so far the response has been terrific. Vitality has tested as one of our best-tasting gums to date, and we are very excited to bring it to our consumers nationwide."

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