Wrigley is extending its Airwaves range with the launch of new Airwaves Extreme.
The new variant (rrp 45p) will be available in 10 pellet packs from 15th June. Wrigley says it will offer consumers an extra strong menthol kick and a long lasting, refreshing taste experience.
The launch will be supported by a significant national media campaign including print, online and in-store activation, as well as a considerable TV investment which will see the brand on air for 24 weeks in 2015. Point of sale material is available to retailers.
Worth over £37m, Airwaves is currently growing at 4.7%, more than twice as fast as the gum category as a whole. Wrigley hopes the addition of Airwaves Extreme will drive further growth for the gum category.
Tania Gericke, Wrigley UK Marketing Manager, commented, “Airwaves Extreme is an exciting new launch, aimed at attracting new shoppers into the category. Offering ultimate refreshment with an intense kick, the new launch complements the existing range to provide retailers with an incremental sales opportunity.”
Airwaves Extreme will join existing Airwaves flavours; Menthol & Eucalyptus, Cherry Menthol, Black Mint and Blackcurrant.
