Wrigley is giving retailers a ’fresh’ sales opportunity with the launch of new Airwaves Extreme, offering consumers ultimate refreshment with an intense kick. The launch will be supported by a full through-the-line media campaign as part of a huge £5.5m marketing investment for the brand in 2015.

Available in 10-pellet packs from June 15, the permanent new addition to the Airwaves range will offer consumers an extra-strong menthol kick and a long-lasting, refreshing taste experience.

The launch is designed to drive incremental sales for a brand which has been consistently growing for the past three years. The new variant will be supported by a national through-the-line campaign including print, online and in-store activation, as well as a significant TV investment which will see the brand on air for 24 weeks in 2015.

Wrigley says Airwave is worth more than £37m, and currently growing at 4.7% - more than twice as fast as the gum category as a whole. The addition of new Airwaves Extreme, priced at 45p per pack, will look to drive further growth for the gum category.

Tania Gericke, Wrigley UK marketing manager, says: “Airwaves Extreme is an exciting new launch, aimed at attracting new shoppers into the category. Offering ultimate refreshment with an intense kick, the new launch compliments the existing range to provide retailers with an incremental sales opportunity.”

Airwaves Extreme will join existing Airwaves flavours; Menthol & Eucalyptus, Cherry Menthol, Black Mint and Blackcurrant.

For more information on Airwaves Extreme, or to request point of sale material for your store, retailers can arrange a visit from their local Wrigley representative by calling 01752 752 094, or visiting www.wrigley.com/uk.