Wrigley is bringing back its best-selling Extra Ice Spearmint flavour with an improved taste and distinctive packaging design. The reformulated flavour is designed to capitalise on the popularity of the spearmint flavour within the gum category, and fresh visual identity aims to inspire and excite consumers and drive home the brand’s outstanding oral care credentials.

Extra Ice Spearmint will be available in 10-pellet packs with an RRP of 49p.

Julio Guijarro, Wrigley’s marketing director for GB and Ireland, commented: “Extra continues to perform really well, currently growing at 4.4%, more than three times as fast as the gum category as a whole. The spearmint flavour is one of the most important in the gum category and bringing back Extra Ice Spearmint will pave the way for further category growth.

“The trend towards oral care shows no signs of slowing, as chewers seek out a healthy addition to their day-to-day oral care routine. The re-formulation of Extra Ice Spearmint aims to capitalise on this trend, enforcing the oral healthcare benefits of chewing sugarfree gum and helping retailers drive sales.”

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