Orbit brand swallowed up by Extra

January is set to kick start a year of growth for Wrigley with two new launches and the incorporation of the Orbit brand into the range.

In 2015 Extra will also benefit from a planned investment of £15m in marketing support as well as a new look, which is being rolled out as part of these launches.

Communicated on-pack and via in-store POS, the move will involve a new Extra branded pack for Orbit Peppermint and Spearmint flavours that will strengthen the range with the addition of a soft chew option.

The move coincides with the launch of two new soft-chew flavours into the Extra range – Strawberry and Bubblegum. Wrigley says the new flavours are designed to increase penetration by attracting new younger chewers to the category and to tap in to the growing consumer trend towards oral care and fruit flavoured products. The launch will be supported by a 16-week long television advertising campaign which reminds gatekeepers of the oral healthcare benefits of sugar free gum ultimately helping to protect their family’s teeth.

Sue Cobbledick, Wrigley Oral Care Marketing Manager, comments: “Bringing Orbit under the Extra umbrella and strengthening our soft-chew offering will pave the way for even further 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. By bolstering the Extra brand with these new variants we expect to capitalise on this trend and attract new chewers to the category, helping retailers drive sales.”