Trident (gum)
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Trident is a brand of sugar-free chewing gum owned by the Italian-Dutch company Perfetti Van Melle. It was originally introduced by American Chicle in 1960 shortly before it was bought by Warner-Lambert in 1962. It reached the UK in 2007 when it was introduced by its then-owner Cadbury Schweppes in the United Kingdom.[1] In many other European countries, Trident is branded as Stimorol gum; it is generally the same as Trident.
History
American Chicle Company introduced sugar-free Trident gum in 1960. Two years later, the business was purchased by Warner-Lambert.[2]
When Trident television advertisements began airing in the 1970s, Trident sales went from $27 million worldwide in 1973 to $80 million in 1976. By 1977, Trident was the best selling sugarless gun on the market.[3] During the 1970s, Chicle stopped making the sugar-based Black Jack, Clove, and Beemans gums in order to shift resources to Trident and Freshen Up.[2] The gum was manufactured in Chicle's Long Island City factory until Warner-Lambert closed it in 1981.[4]
Trident was manufactured by the Chicle subsidiary of Warner-Lambert until 1997, when it became Adams.[5] In November 1999, Warner-Lambert announced its intentions to merge with American Home Products[6] before Pfizer stepped in and offered more money.[7] The $90.2 billion deal was announced in February 2000.[8] Following a two-year bar on selling the candy division, Pfizer sold Adams to Cadbury Schweppes for $4.2 billion in December 2002.[9][10] By 2005, Trident's worldwide sales grew by 20%. Trident entered the UK market in 2007.[11] By March, the gum had captured 12% of the market.[12]
In 2010, Kraft Foods acquired Cadbury for $19.6 billion.[13] By 2011, Trident led the US gum market with a 23.8 percent share of the industry. That year, Cadbury introduced a Trident sub-brand called Vitality, which included gum fortified with ingredients such as vitamin C and ginseng.[14] When Kraft announced in 2012 that it would split into two companies, Trident became part of Mondelez International.[15]
In 2022, Mondelez announced it would divest its gum brands, including Trident, in North America and Europe.[16][17] In 2023, Mondelez sold its gum portfolio, including Trident, to European confectionery manufacturer Perfetti Van Melle.[18][19]
Products
Original
Trident Original is the first variant of the Trident product. The gum is contained in packs of 3 or 14 wrapped sticks and comes in 6 main flavors, those being: Original, Bubble gum, Spearmint, Cinnamon, Watermelon Twist, and Tropical Twist.[20]
Trident Xtra Care
Introduced in 2008, Trident Xtra Care is billed as a sugarless gum that can help replenish minerals in teeth. Upon launch, Cadbury Adams had exclusive rights to use Recaldent, a type of milk-based calcium, in chewing gum.[21][22]
Vibes
Trident Vibes is a version of the gum created in 2018.[23] Each unit contains 40 unwrapped cube-like pieces. This version of the gum comes in flavors such as "Sour Berry Twist", "Tropical Beat", "Spearmint Rush",[24] and the Sour Patch Kids flavors of Redberry, Blue Raspberry, and Watermelon.[25]
Advertising
When it was introduced in 1960, Trident used the slogan "The Great Taste that Is Good for Your Teeth."[26] Canadian Chicle's marketing was one of the first national campaigns to promote dental health through chewing gum.
For years, Trident was promoted with the slogan, “Four out of five dentists surveyed recommend sugarless gum for their patients who chew gum.”[22] This slogan is believed to have been based on the results of a survey of practicing dentists with either D.D.S. or D.M.D. degrees, apparently conducted in the early 1960s, whose patients included frequent users of chewing gums; the percentage of respondents to the survey whose responses indicated they would make such references to their patients is believed to have been approximately 80%, rounded off to the nearest full percentage point, of the total number of respondents. It became strongly associated with the Trident brand.
In the early 2000s, "See what Unfolds" became the new slogan for the brand.[27]
Trident gum contains the sugar alcohol xylitol, which is known as a "tooth-friendly" sugar.[28] Use of the chemical has been subject to controversy, as it is highly toxic to dogs.[29][30]
Trident has been sued for false labeling over its depiction of a blue mint leaf on its Trident original-flavor gum when the gum lacks any real mint.[31]
See also
References
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- ↑ American Academy of Pediatric Dentistry. (2006) Policy on the Use of Xylitol in Caries Prevention.
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