Cadbury's confidence in the 'Mastication for the nation' strapline appears to be borne out by sales of Trident 'Splash'. Until Cadbury Trebor Bassett launched Trident in February, the chewing gum market was all but dominated by Wrigley, which has never faced any serious competition for market share. But recent months have seen the confectionery giant's dominance challenged by Trident. In spite of the ASA ban, the launch was a huge success and Cadbury Trebor Bassett managed to grab 15% of the UK's £240m chewing gum market overnight.