Wrigley has expanded its Extra White portfolio with a Bubblemint variant and is rebranding the rest of the range.

Bubblemint is targeted at younger chewers, after the firm’s research showed that consumers in their teens and early twenties are the demographic most likely to follow ‘unsatisfactory’ oral care routines. The fruit flavoured gum will have a prominent role in the National Smile Month campaign, which starts on May 20.

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