Wrigley is keeping its packaging as fresh as its products with a redesign across Extra and Extra Ice Mints. Packs feature a simplified design to ensure the word ‘mints’ is more visible, thus differentiating them from Wrigley’s gum offering. The products will also feature a ‘kind to teeth’ on-pack flash.  Wrigley customer activation manager Peter White says: “Studies show that one of the main barriers to purchasing mints is that they are perceived as being harmful to their teeth. We are confident that by introducing visual oral care cues, we can eliminate these barriers to purchase for Extra and Extra Ice Mints and help grow the category as a whole.” Extra Mints is worth £8.3m and is growing ahead of the category, up 16.2% year on year.

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Sarah Britton

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