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Snacks & Candy

Trident Gum Gets a New 'Vibe'

Latest product line comes in 3 flavors and has 5 calories per serving

DEERFIELD, Ill. -- Sugar-free-gum brand Trident has launched its newest product, Trident Vibes, now available at retailers nationwide for a suggested retail price of $3.49 for each 40-piece pack.

The square-shaped Trident Vibes gum comes in three flavors: Spearmint Rush, Ooh La Lemon and Tropical Beat. Each individual piece of gum is topped with a crystal coating and contains less than 5 calories.

Trident is owned by Deerfield, Ill.-based global snacking company Mondelez and is one of its “power brands” in a subcategory that has grown 2.8% in total sales so far in 2018, said Brian Gladden, executive vice president and CFO of Mondelez, during the company’s recent first-quarter earnings call. Other Mondelez power brands include Sour Patch, Oreo and Chips Ahoy.

In 1964, Trident became the first nationally distributed, sugar-free gum promoted as not causing tooth decay to hit the U.S. market. It exceeded $1 billion in annual global sales in 2016 and today is sold in convenience stores and other retailers around the world.

Mondelez manufactures biscuits, chocolate, gum, candy and powdered beverages. Besides Trident, its products include belVita, Chips Ahoy, Oreo, Nabisco, Cadbury, Jacobs coffee and Tang powdered beverages.

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