Trident gum plots campaign in UK

Trident, the world's second-largest chewing gum name, is on the hunt for UK PR ­representation as brand-owner Cadbury Schweppes prepares to launch the ­product in the UK.

‘The launch is planned for some time in the first half of 2007, but an exact date and marketing budget have yet to be finalised,' said Cadbury Schweppes head of external comms Tony Bilsborough.

He added: ‘We are in the process of talking to some agencies to work on the launch and beyond but don't have any further details.'

Chewing gum is the UK's fastest-growing confectionary sector - dominated by Wrigley, with a 90 per cent market share.

The US is ­Trident's biggest market.

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