Wrigley is reinvigorating its Doublemint brand in the UK by launching a mints portfolio under the famous brand.
Designed to meet the needs of those looking for fresh breath with an entirely sugar-free range, the launch is set to put the UK mints category into strong growth. Doublemint is overhauling its core offering and evolving to become much more than a traditional gum brand.
The new portfolio involves the launch of a single roll pack (28g), bottle (70pc) and sharing bag (115g, 36pc). The roll pack will also be available as multipack containing three roll packs (84g). To complete the sugar-free offering Doublemint gum will also be relaunched with a new sugar-free formula.
The launch will be supported with a £2m investment in 2016.
Julio Guijarro, Wrigley UK marketing director, commented: “Doublemint has great heritage in the UK and is loved by many, which is why we’re excited to launch the revitalised brand into the mint category. With a variety of pack formats, the new Doublemint portfolio has something for every mint usage occasion, and with previously limited investment into the category, the launch is set to put it in growth.
“We are committed to ensuring consumer needs are always satisfied. With the changing nature of people’s lifestyles, providing an on-the-go breath freshener which can be enjoyed regularly - due to its sugar free credentials - is something we identified as a key demand in the category.”