Trident is the first national brand of sugar-free chewing gum. It was developed by the American Chicle company in response to medical discoveries linking sugar to tooth decay. The original Trident formula contained sugar but also three enzymes designed to promote dental health and therefore the name "Trident."
When artificial sweeteners became available in the 1960s, the formula was changed to use saccharin instead of sugar. Sugar-Free Trident was introduced in 1964 with the slogan "The Great Taste that Is Good for Your Teeth". American Chicle's marketing was one of the first national campaigns to promote dental health through chewing gum.