Wrigley Company announces new summer products

Aiwaves ‘Kicks Up’ a new flavour!
Airwaves Green Mint is set to drive sales in the category by tapping into the growing popularity of Spearmint flavour chewing gum which has increased by almost £9m in the last year alone bringing total category sales to £70m. The launch will benefit from an ongoing support campaign that includes sports sponsorship, PR, sampling, the Airwaves Pro consumer engagement programme which includes sponsorship of the World Rally Championship on Dave TV, radio advertising on the Christian O’ Connell breakfast show on Virgin Radio and press advertising in Top Gear magazine. The launch will be further supported through the provision of in-store POS and merchandising materials. Available in standard 10 pellet packs, Airwaves Green Mint will have an RRP of 37p.

Extra Fusion “mixes up” new fruit flavours in liquid filled gum!
New Extra Fusion Strawberry Peach flavour and Orange Mango flavour will meet the growing consumer demand for sugarfree indulgent products and come in great tasting mixed up fruit flavours. In growth and commanding 12% of the chewing gum category, the fruit flavour gum sector is becoming more and more popular with consumers, especially tween and teenagers. The launch will also be supported by a national Extra Fusion TV campaign as well as specific sponsorship advertising on the major teen drama, Hollyoaks. Available in pellet blister packs, Extra Fusion Strawberry Peach flavour and Extra Fusion Orange Mango flavour have an RRP of 49p each.

Alexandra MacHutchon, Communications Manager at Wrigley, comments, “We are extremely excited about our summer launches and anticipate both to be really popular. Both brands have an immensely loyal consumer base and the introduction of these great new flavours will drive incremental sales to the category. We would advise retailers to ensure they stock these great new products alongside the existing Wrigley range to take full advantage of the additional sales and profit opportunities.”