Improved spearmint flavour

This month, Wrigley is bringing back its Extra Ice Spearmint flavour with a new improved taste and distinctive packaging design. Designed to capitalise on the popularity of the spearmint flavour within the gum category, the reformulated flavour and fresh visual identity aims to inspire and excite consumers and drive home the brand’s outstanding oral care credentials.

Available in 10 pellet packs with an RRP of 49p, the reformulated product features improved cooling and helps keep teeth clean in a way that you can feel, says the company.

Extra Ice Spearmint will join the existing Extra range. Some of the most popular products in the portfolio, including Extra Peppermint, Extra Spearmint and Extra Cool Breeze, have been reformulated.
Julio Guijarro, Wrigley’s marketing director for GB and Ireland, comments: “Extra continues to perform really well, currently growing at 4.4%, more than three times as fast as the gum category as a whole. The spearmint flavour is one of the most important in the gum category and bringing back Extra Ice Spearmint will pave the way for further category growth.

“The trend towards oral care shows no signs of slowing, as chewers seek out a healthy addition to their day to day oral care routine. The reformulation of Extra Ice Spearmint aims to capitalise on this trend, enforcing the oral healthcare benefits of chewing sugarfree gum and helping retailers drive sales.”
The relaunch comes as part of a huge year for Extra, reflected by a £15m marketing investment and 40 weeks on TV. The first six months of 2015 has already seen Orbit brought under the Extra umbrella, the launch of two new soft chew flavours into the Extra range – Strawberry and Bubblegum, and the unveiling of a new improved taste and distinctive packaging design.