Wrigley is moving into the mint market with the launch of Extra Mints.
Available from September 15, Extra Mints come in two flavours – peppermint and spearmint. Each flip-top box holds 20 mints and has a rrp of 40p.
The company is putting £12m behind the launch and hopes to attract existing gum consumers into the mint sector.
Wrigley has also extended its Extra, Orbit and Airwaves chewing gum brands with three launches. Orbit Professional is formulated with microgranules for a teeth-cleaning effect and has a rrp of 45p per blister pack. It will benefit from the £11.2m advertising support package in the Orbit brand this year.
Meanwhile, Cherry Menthol joins the Airwaves portfolio, replacing Honey & Lemon flavour. It will benefit from the £6.2m TV and sampling activity to support Airwaves this year.
Finally, Extra has a new herbal mint flavour called Mountain Frost. The new variant will benefit from the £15m media spend that Wrigley’s is putting behind Extra this year.