Wrigley has launched its first fruity flavoured gum under its Orbit Complete brand, alongside two additions to its Extra range, in the UK.

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Orbit Complete Strawberry, Orbit Complete Lemon & Lime, Extra Polar Ice and Extra Arctic Ice, will be available from the end of April.


The new Orbit Complete gums will come in envelope packs containing individually wrapped tabs of gum, whilst the Extra variants will be available in pellet blister packs.


Since Orbit’s re-launch to Orbit Complete in 2007, the brand has seen “encouraging growth and sales”, Wrigley said, the company hopes to bolster with its latest portfolio introductions.


Alexandra MacHutchon, communications manager, for Wrigley said: “The new flavours in the Orbit Complete range will drive trial for consumers who prefer a fruity gum but are also looking for additional dental benefits.”  

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Both launches will be supported by an extensive marketing campaign that includes TV advertising, PR, sampling and dental surgery activities.


Orbit Complete Strawberry and Orbit Complete Lemon & Lime will retail at GBP0.59p (US$1.17) while Extra Polar Ice and Extra Arctic ice will retail at GBP0.39p.