Wrigley relaunching its Extra Ice Spearmint flavour with a new taste and packaging design.
Designed to capitalise on the popularity of the spearmint flavour within the gum category, the reformulated flavour and fresh visual identity aims to inspire and excite consumers and drive home the brand’s outstanding oral care credentials.
Extra Ice Spearmint will join the existing Extra range. Some of the other products in the portfolio, including Extra Peppermint, Extra Spearmint and Extra Cool Breeze, have been reformulated to provide consumers with the ‘best taste ever’, alongside the dental health benefits that come with chewing sugarfree gum after eating and drinking.
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.”
The re-launch comes as part of a huge year for Extra, reflected by a £15m marketing investment and 40 weeks on TV. The first six months of 2015 has already seen Orbit brought under the Extra umbrella, the launch of two new soft chew flavours into the Extra range – Strawberry and Bubblegum, and the unveiling of a new taste and packaging design.
Wrigley Extra Ice Spearmint is available in 10 pellet packs with an rrp of 49p. Point of sale material is available to retailers on request.