Confectionery giant Cadbury has announced plans to enter the UK chewing gum market in the first half of next year.
Cadbury is the world's largest confectionary firm
The Dairy Milk manufacturer will launch its Trident chewing gum brand, which has met with success overseas.
Cadbury will compete with the world's top gum-maker Wrigley, whose products account for 98% of the UK market.
The chocolate maker said it had 26% of the world gum market, with its brands the top sellers in France and Spain.
Chewing gum is the world's fastest growing confectionery sector, and is expected to be worth more than £10bn this year.
Cadbury has warned it will miss its margin target for the second year running, following the hot summer weather and a product recall linked to a salmonella scare.