Wrigley has launched a new premium mint aimed at younger shoppers.
Extra Ice Mints come in a stylish tin in two flavours: peppermint and spearmint. Each tin contains 33 of the sugar-free mints which aim to deliver "ultimate freshness". Rrp is 97p.
Wrigley says that, according to AC Nielsen research, younger consumers who do not traditionally buy mints love this new product.
The launch will be supported by TV advertising, sponsorship of Channel 4’s Hollyoaks, consumer PR, in-store promotions at launch, POS support and sampling.
Wrigley corporate communications manager, Alexandra MacHutchon, says: "We are extremely excited about the launch of Extra Ice Mints in a tin. The Extra brand has a proven track record of delivering category growth and we see the latest offering as a great way to capitalise on the consumer demand for premium confectionery and ultimate freshness."