Citrus chewing gum

Wrigleys is launching a new chewing gum, Extra Ice Citrus, as part of an £18 million gum marketing spend for 2014.

The launch of the new gum will be supported by a national sampling campaign from 21 March and a new television advert, which will run for 16 weeks from 24 March.

Sue Cobbledick, Wrigley Oral Care Marketing Manager, comments: “The oral health care benefits of gum are what drive the majority of chewers, that’s why over 90% of our UK gum brands, including new Extra Ice Citrus, are sugarfree and accredited by the British Dental Health Foundation. The fruity taste of Extra Ice Citrus also caters to the growing number of shoppers seeking new and exciting flavours from products they’ve become accustomed to.

New Extra Ice Citrus will be supported across UK cash and carries with 3 for 2 multi packs containing an outer of Extra White and Extra White Bubblemint, plus a free outer of Extra Ice Citrus to drive trial.