Wrigley has broadened its portfolio with the introduction of a new premium mint.

● Extra Ice Mints are supplied in metal tubes with a flip-top end, with 33 mints per pack.

● They replace the boxed Extra Mints, which are being discontinued.

● The new sugar-free mints are smaller and have an improved flavour delivery.

● Available in a choice of spearmint and peppermint varieties, the product has already been a success in Australia where it is sold under the Eclipse brand name and is the best-selling mint in the country.

● Launch support includes TV advertising, sponsorship of Channel 4’s Hollyoaks, and the distribution of 25,000 in-store dispensers.

● The company hopes that the innovative packaging and premium price will help return the mint market to growth in 2009.

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