Wrigley hopes to add £12m in retail sales value to the gum category with its first-ever bottle format.

The new packs contain 46 pellets and are designed to boost chewing frequency and volume. The new format will be launched across all channels in Airwaves Menthol & Eucalyptus, Extra Ice Peppermint and new Extra White, formally Extra Ice White.

The launch will be supported by Wrigley’s ongoing ‘Eat, Drink, Chew’ campaign, with TV ads airing in March.

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