Wrigley has introduced what it describes as a new improved taste and distinctive packaging design for its number one gum brand Extra.

The product re-formulations and fresh visual identity are intended to inspire and excite consumers and drive home the brand’s oral care credentials.

Julio Guijarro, Wrigley UK & Ireland marketing director, commented: “Chewing Extra is a great way to help keep teeth clean and healthy after eating and drinking, and by enhancing the product we can tap into the many eating and drinking occasions that are not yet followed by chewing sugarfree gum.

“Gum is a hugely impulsive category - 50% of shoppers who see gum buy it - and therefore visibility is key to driving sales. Our new global visual identity will strengthen this, allowing shoppers to identify their favourite products immediately.”

The launch will be communicated to consumers in May and June as part of National Smile Month, of which Wrigley is a platinum sponsor for the third year running.

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