Extra Ice Citrus is the latest addition to Wrigley’s Extra Ice portfolio. The launch is part of the firm’s £18m gum marketing spend for 2014, and will be supported by a national sampling campaign from 21 March, reaching almost half a million consumers in six cities over seven weeks, and a new TV advert, which will hit the small screen for 16 weeks from 24 March.

The new line taps into the growing consumer trend towards oral care and fruit flavoured gum. Extra Ice Citrus is designed to drive volume and increase category penetration through a fresh tasting product with strong oral care credentials.

Sue Cobbledick, Wrigley Oral Care Marketing Manager, comments: “The oral health care benefits of gum are what drive the majority of chewers, that’s why over 90% of our UK gum brands, including new Extra Ice citrus, are sugarfree and accredited by the British Dental Health Foundation. The fruity taste of Extra Ice Citrus also caters to the growing number of shoppers seeking new and exciting flavours from products they’ve become accustomed to. 

“You only have to look at Extra strawberry and also Extra white bubblemint to see how the trend towards fruit and also sweet flavoured gum has really taken off. 30% of Extra strawberry chewers are incremental to the category and in just 10 months, Extra White bubblemint has grown to be the third fastest selling gum SKU in the impulse channel!” 

New Extra Ice Citrus will be supported across UK cash and carries with three for two multipacks containing an outer of Extra White and Extra White Bubblemint, plus a free outer of Extra Ice citrus to drive trial.