Wrigley is freshening up its range with new £2 pricemarked bottles, in its bestselling peppermint and spearmint flavours.

The 46 PMP bottle will help to improve rate of sale, as purchase intent in the gum category has been shown to significantly decline when priced above £2.

Designed to attract primary attention to both price and brand, the bottle has been created in line with Extra’s Peppermint and Spearmint branding, and features a clear £2 RRP yellow flash to increase awareness and help retailers cash in on the highly impulsive category. The price flash is also visible on the lid of the bottle to help retailers cater to all merchandising possibilities, and in turn successfully maximise gum sales.

Wrigley marketing director for GB and Ireland Julio Guijarro said: “The £2 price point is a key sales driver for the convenience channel, as it provides consumers with the assurance that their purchase is good value. With this in mind, we’ve launched a PMP Extra Bottle for our core flavours to appeal to consumers looking for value for money from a trusted brand.

“The PMP bottle has also been launched with the retailer in mind, helping to cash in on the impulsive category and meet demand for the growing trend towards offering consumers value at a fixed price point.”

The launch will be supported with dedicated POS material and secondary displays for both retailers and in depot, while the Extra White Bottle TV campaign will air throughout April.

For more information, call the Wrigley display hotline on 01752 752094.