WRIGLEY has announced it will incorporate Orbit into the Extra range from January.
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.
Worth £204m and up 7.9% according to Nielsen, Extra is the UK’s no.1 gum brand and is driving volume and value growth in the gum category.
In 2015 Extra will benefit from a planned £15m marketing support and a new look.
Two new soft-chew flavours, Strawberry and Bubblegum, are also joining the Extra range.
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.
A 16-week TV advertising campaign will support the launch, focusing on the oral healthcare benefits of sugar free gum.
Sue Cobbledick, Wrigley Oral Care Marketing Manager, comments: “2014 was an incredibly successful year for Extra, which is the number one brand in sugar confectionery. 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.”
For more information, retailers can arrange a visit from their local Wrigley representative by calling 01752 752 094, or tweeting @WrigleyTradeUK.