Wrigley UK eyes new chewing occasions with refreshed Extra gum
The company, a subsidiary of confectionery giant Mars, today unveiled reformulated peppermint, spearmint and extra cool breeze Extra variations.
Each, it claims, boasts a "new, improved taste."
"Unfortunately, we are unable to comment on specific ingredient changes," a Wrigley UK spokesperson told ConfectioneryNews.com. "However, we can tell you that the reformulated products have been accredited by the British Dental Foundation and maintain the same claims in relation to oral health as before."
"The reformulated products boost the key quality attributes of 'freshness' and 'cleaning' which are well-known category growth drivers, both in terms recruiting new consumers to the category and driving repeat purchases."
A "fresh visual identity" - designed to compliment its reformulation efforts - will also be rolled out globally across the entire Extra range.
"Gum is one of the most impulsive categories in grocery; therefore visibility is crucial to sales," the spokesperson added. "By rolling out a distinctive global visual identity, Wrigley will ease shopper navigation across the world, fuelling an increased rate of sale."
Eating and drinking occasions
Wrigley hopes its sensory refresh will bring the "oral care credentials" of its flagship gum brand "to a global audience."
“Chewing Extra is a great way to help keep teeth clean and healthy after eating and drinking," said Julio Guijarro, marketing director, Wrigley UK and Ireland, "and by enhancing the product we can tap into the many eating and drinking occasions that are not yet followed by chewing sugar-free gum.”
“Our new global visual identity will strengthen this, allowing shoppers to identify their favourite products immediately," he said.
Wrigley will communicate the changes in May and June 2015 as part of National Smile Month in the UK, an event it has sponsored for the last three years.
Extra is the UK's top selling chewing gum brand with sales of £206m.
In December 2014, Wrigley UK announced it was incorporating its Orbit brand into the Extra range.
It said at the time that "bringing Orbit under the Extra umbrella" would "pave the way for even further growth."
Two soft-chew options, in strawberry and bubblegum variations, were also added to the Extra range.
