Wrigley has set out a busy year for its Extra brand.

As well as a global rebrand, from January 2015, the Extra range will incorporate Orbit gum. The existing Orbit peppermint and spearmint variants will be rebranded as Extra with the pack sizes and formula remaining the same.

Wrigley oral care marketing manager Sue Cobbledick said the move was designed to “strengthen the soft chew offering”. The change will be communicated on pack and through store POS.

The brand is also hoping to engage a new generation of gum users with the launch of two new soft chew flavours. Strawberry and bubblegum are designed for younger consumers and will be targeted at parents who want to help protect their family’s teeth. Available from January 2015, the launch is being supported by a 16-week TV campaign as part of a £15m investment in the Extra brand in 2015.

Having seen success in other markets for the new variants, Cobbledick predicted the additions to create “strong growth” in the category. “The trend towards oral care shows no signs of slowing, as chewers seek out a healthy addition to their day-to-day routine. By bolstering the Extra brand with these new variants, we expect to capitalise on this trend and attract new chewers to the category, helping retailers drive sales.”

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