Wrigley is getting its teeth into the gum category with new product launches and a heavyweight advertising support programme for its main brand, Extra.

From January 31 a relaunched version of Extra Ice gum will be available, containing microgranules and Xylitol and a speckled appearance to help differentiate it from the regular Extra brand.

The new line is supplied in pellet packs in peppermint and spearmint styles, plus a new Extra Ice White formulation with an additional tooth-whitening benefit. The company maintains that growth in the gum category depends on consumers getting the message about the dental benefits of chewing after meals and snacks, so an £11m campaign will support the Extra brand during 2011, including 25 weeks of TV advertising.

Two Orbit lines strong mint and lemon & lime are being discontinued to make space on the fixture for the new products.
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