Wrigley is extending its Extra range with the launch of Ice citrus. Described as a ’fresh-tasting product with strong oral care credentials’, the launch taps into the growing consumer trends towards oral care and fruit flavoured gum.

It will be supported by a national sampling campaign from March 21, reaching almost half a million consumers in six cities over seven weeks, and a new TV ad, which will hit the small screen on March 24 and run for 16 weeks.

In addition, new Extra Ice citrus will be supported across UK cash and carries with ’3 for 2’ multipacks containing an outer of Extra white and Extra white bubblemint, plus a free outer of Extra Ice citrus to drive trial.

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