Cadbury is extending its Trebor Extra Strong gum range with the launch of multipacks ahead of its first birthday.

The new products, hitting shelves this week, contain four packs of gum (rsp: £1.19) and are available in peppermint and spearmint.

Since launch last September, the range has clocked up sales of £6.4m [Kantar Worldpanel to 18 April 2010], and Cadbury claimed that 47% of spend on Trebor gum was ­incremental to the gum ­category.

"The popularity of the single has already been phenomenal and we're sure the multipack will perform in a similar way," said Susan Nash of Cadbury trade communications. "It has performed consistently well, exceeding targets set in September 2009."

At launch, Cadbury predicted the Trebor extension would plug a gap for a gum that would appeal to consumers who were aged 35 and over.