Wrigley is strengthening its Extra portfolio by incorporating Orbit into the range, as well as launching two new soft-chew flavours.

There’s a new Extra branded pack for Orbit peppermint and spearmint flavours that will strengthen the range via the addition of a soft- chew option.

The move coincides with the launch of two new soft-chew flavours strawberry and bubblegum. These are designed to increase penetration by attracting new younger chewers to the category and to tap into the growing consumer trend towards oral care and fruit-flavoured products.

The launch will be supported by a 16-week- long TV advertising campaign which reminds gatekeepers of the oral healthcare benefits of sugar-free gum ultimately helping to protect their family’s teeth. 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.

Worth £204m, up 7.9% (Nielsen data), Wrigley says Extra is the driving force behind the gum category, which is growing in both volume and value terms.

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