Former Cadbury plc executive Jim Chambers has been named president of confectionery and general manager for Kraft Foods, Inc.’s Immediate Consumption Channel, North America.

He will oversee such Cadbury brands as Trident gum and Halls. According to the company, Chambers will be focused on growing the newly acquired gum business in the U.S., especially in the convenience channel.

Chambers, 52, was previously president for Cadbury North America and now reports to Kraft’s president of North America, Tony Vernon.

Kraft has indicated 12 of Cadbury’s top 17 executives agreed to take new positions within the merged company, including Marcos Grasso, named president of Kraft Foods Brazil and Trevor Bond, president, markets for Kraft Foods Europe.