Wrigley’s Extra launches strawberry flavour

Wrigley’s Extra is launching a strawberry flavour to its core range. Available in January 2012, the new flavour is sugarfree. In line with the rest of the Extra range, it is approved by the British Dental Health Foundation.

Created with younger chewers in mind, Extra Strawberry flavour has been designed to entice new consumers into the category by offering them something beyond the standard mint variants – and at an easily accessible price point – enabling retailers to drive incremental sales and profit versus the current range.

The launch will be supported with a distinctive and eye-catching range of POS materials which fully leverage the bright red colour of the pack, maximizing in-store visibility and driving trial, particularly amongst the younger consumers targeted by this launch.

Duncan McCulloch, Wrigley sales director, says, “The launch of Extra Ice earlier this year enabled us to drive value and volume growth, by increasing chewing frequency and recruiting new chewers to the category. The launch will help continue to drive this growth, broadening the appeal of the Extra brand and driving penetration via an entry level fruit flavour offering.”

Extra Strawberry flavour will be available in the consumer-preferred pack format in 10 pellet single packs, with an RRP of 40p.