According to market share data from ACNielsen, just four weeks after it launched new chewing gum lines under the Trident brand, Cadbury has secured a 12% share of the UK gum market.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more


“We’re very pleased. The news reflects the hard work we’ve put in to producing a great gum product,” a Cadbury spokesperson told just-food.


The UK gum market has been dominated by Wrigley, who until recently accounted for 98.5% of all gum sales.


Cadbury has owned Trident since 2003, when it acquired US confectionery company Adams. Cadbury’s launch of a new range of Trident gums was backed up by a GBP10m advertising budget.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now