Gum portfolio strengthened

Wrigley will strengthen its Extra portfolio from January by incorporating Orbit into its range, as well as launching two new soft chew flavours. In 2015 Extra will also benefit from a planned investment of £15m in marketing support as well as a new look, which is being rolled out as part of these launches.

Communicated on-pack and via in-store POS, the move will involve a new Extra branded pack for Orbit Peppermint and Spearmint flavours that will strengthen the range with the addition of a soft chew option.

The move coincides with the launch of two new soft chew flavours into the Extra range – Strawberry and Bubblegum. The new flavours are designed to increase penetration by attracting new younger chewers to the category and to tap in to the growing consumer trend towards oral care and fruit flavoured products. The launch will be supported by a 16-week long television advertising campaign, which reminds gatekeepers of the oral healthcare benefits of sugar free gum ultimately helping to protect their family’s teeth.

Sue Cobbledick, Wrigley oral care marketing manager, comments: “2014 was an incredibly successful year for Extra. Bringing Orbit under the Extra umbrella and strengthening our soft chew offering will pave the way for even further 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. By bolstering the Extra brand with these new variants we expect to capitalise on this trend and attract new chewers to the category, helping retailers drive sales.”