US confectionery giant Wrigley has launched line extensions from three of its key gum brands.

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The company has unveiled tropical fruit flavours for Eclipse Fusion, Hubba Bubba and Orbit for the US market, it said last night (6 September).


“Wrigley is committed to keeping our brands fresh and to offering our consumers new and exciting products,” said Paul Chibe, vice president of US marketing. “Gum-lovers are looking for bold, fruit flavours.


Wrigley has rolled out Eclipse Fusion Freshmint Tropical, Hubba Bubba Max Island Punch and Orbit White Melon Breeze across the US.


The launches are the latest offensive in the gum category from Wrigley. Last month, the company launched what it described as a “groundbreaking” campaign for its 5 sugar-free stick gum brand.

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During the first half of 2007, Wrigley saw sales in North America inch up 3% as a round of price increases offset a dip in volumes.