Wrigley is adding an on-the-go format to its Extra sugar free gum range, with the launch of a resealable 21-piece hanging bag. Launching in the two best-selling core flavours: Peppermint and Spearmint; rrp is £1 and pricemarked packs are available. The £1 price point has been driven by CMI research, which shows 99p is a key pricing threshold, presenting an opportunity to bring more shoppers into the category while maintaining good margins for retailers.
The launch will benefit from the halo effect of the new Extra ’Time to Shine’ TV campaign which is on air throughout the year. Branded pos is available as well as clip strips.