Wrigley has unveiled a new improved taste and packaging design for its gum brand Extra.

The move forms part of a ”landmark” year for Extra as it continues to encourage consumers to ‘Eat, Drink, Chew’ as part of their daily dental routine.

The taste reformulations to existing brands Extra Peppermint, Extra Spearmint and Extra Cool Breeze are complemented by a striking new pack design which is being rolled out across the UK and around the globe.

Julio Guijarro, Wrigley UK and Ireland marketing director, said: “Chewing Extra is a great way to help keep teeth clean and healthyafter eating and drinking, and by enhancing the product we can tap into the many eating and drinking occasions that are not yet followed by chewing sugarfree gum. 

“Gum is a hugely impulsive category, 50% of shoppers who see gum buy it, and therefore visibility is key to driving sales. Our new global visual identity will strengthen this.”  

The launch is being supported by a £15m marketing investment including 40 weeks on TV. 

It will also be communicated to shoppers in May and June as part of National Smile Month, of which Wrigley is a platinum sponsor for the third year running.

For more information, retailers can arrange a visit from their local Wrigley representative by calling 01752 752 094.