Wrigley is to re-brand its Orbit gums in the UK and switch the products to its Extra brand.
The company, part of Mars Inc, said its Extra brand had become the “driving force behind the gum category” in the UK. It cited Nielsen data that it said showed sales of Extra had risen 7.9% to GBP204m on a moving annual total basis to 1 November.
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IRI told just-food sales of Orbit gum had fallen 10.6% to GBP11.9m in the 52 weeks to 6 December.
Wrigley will roll out a new Extra-branded pack for its Orbit peppermint and spearmint flavours. It is also adding a soft-chew line to the Extra range.
“Bringing Orbit under the Extra umbrella and strengthening our soft-chew offering will pave the way for even further growt,” Sue Cobbledick, Wrigley’s oral care marketing manager, said. “The trend towards oral care shows no signs of slowing, as chewers seek out a healthy addition to their day-to-day oral care routine. By bolstering the Extra brand with these new variants we expect to capitalise on this trend and attract new chewers to the category.”
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