Bangkok--11 Jul--Ideaholic Cadbury Adams takes on the chewing gum market at full steam targeting 70% market share by 2011. The company is to launch “Trident Splash”, centre filled pellet gum, to pave its way for chewing gum market targeting health-conscious modern women in Thailand after a spectacular success around the world. Mr. Anat Julintron, Managing Director of Cadbury Adams (Thailand) Co., Ltd., manufacturer and distributor of Trident Recaldent, Dentyne, Dentyne Ice, Dentyne Xylitol, Clorets and Chiclets chairs a press conference to announce an introduction of Trident Splash at the pool side of the Emporium Suites Hotel. The event will feature an exciting synchronized swimming performance that reflects the latest chewing gum product’s slogan of “Experience Splash Refreshment”, followed by a splashy fashion show by popular celebrities led by Yard-Yardthip Rajpal, Rita-Sririta Jensen, Jar-Nattaweeranuch Thongmee, Wunsen-Wiritipa Pakdeeprasong, May-Pitchanart Sakakorn and Peak-Pattrarasaya Kueasuwansiri and premier of Trident Splash ‘s new TV commercial Mr. Anat said that the company had decided to take on the chewing gum market aggressively after enjoying an overwhelming success with Trident Recaldent; a sugar-free, tooth decay prevention chewing gum that rose to the top spot of the sugar-free chewing gum market valued more than 600 million baht with a sizeable share of 33%. “We have decided to introduce Trident Splash in Thailand. It is a product of latest innovation, which features 2 flavors in one pellet from liquid center-filled to coating, giving the experience of splash refreshment. The product has very good market potential as this type of sugar-free chewing gum from Cadbury Adams has proven very successful in Europe, the United States and Japan,” he said. When launched, Trident Splash had achieved respectable market performance in every country. In France, it rose to the top with 13.5% market share in just 2 weeks in the market. In Canada, the product obtained market share of 7% within the first 2 months of its introduction and the share number grew to a double-digit figure of 66% for the entire year. In England, Trident Splash had 12% market share within 6 months of its launch and helped energize the overall chewing gum market to a growth of 15.5%. Trident Splash earned US$35 million in sales in the United States in its first year in the market, escalating the market share of all Trident products up 13% from the previous year. From all its success around the globe, it is now one of the top global gum brands. “The success we had with Trident Splash in various markets has given us the confidence to launch the product here because center-filled, sugar-free chewing gum is currently in demand especially as people become increasingly health conscious. As we have already witnessed, Trident Splash is not only contributing to the growth of Trident brand but also the growth of the overall chewing gum market. We strongly believe that the latest Trident Splash will enable us to achieve a high market share of around 70% within the year 2011, from 62% market share that the brand currently enjoys despite fierce competition and challenging economic conditions that may dampen consumers’ spending power” Mr. Anat said. “During the introductory period, Trident Splash will be available in 2 different flavors Strawberry with Lime and Hypermint, each blister pack comes with 9 tablets and the 30-tablet size. We are preparing to spend 180 million baht to launch necessary public relations and promotional campaigns to create strong product awareness and bolster sales,” he said. At present, the chewing gum market is valued at 2.6 billion baht, of which 50% of the market goes to breath-refreshing segment, 25% to flavor-oriented segment and 25% to the sugar free segment. The sugar-free product segment is the most active in terms of growth with Trident dominating the market with 33% market share. We expect Trident Splash to help propel Trident’s share of the market to as much as 55% of the sugar-free chewing gum segment. For further information please contact: Patcharaporn Palakawong Ideaholic Co., Ltd. Tel .0-2559-0234 Mp.08-1651-6162