Wrigley Makes Over Gum with New Packaging, Flavors
The Wm. Wrigley Jr. Co. plans to give its stick gum brands a facelift in the form of new packaging and flavors as part of an effort to revive lagging sales.
The company will introduce a new look with Slim Pack, a sleek, 15-stick envelope package. The overhaul, which includes flavor enhancements, is planned for Wrigley’s Juicy Fruit, Doublemint, Big Red and Extra brands, the company said Wednesday.
“This cool new pack will make these brands more contemporary and give them a better presence on the shelf,” Wrigley’s President and Chief Executive Bill Perez said in a statement.
The firm is also rolling out a new line of Extra gum, called Extra Fruit Sensations. The product will include four flavors, such as Strawberry Banana, Berry Pearadise, Island Cooler and Sweet Watermelon and will hit stores shelves in May.
In July, Wrigley will launch three new Orbit fruit varieties: Sangria Fresca, Fabulous Fruitini and Fruit Sorbet for the Orbit White brand.
The new products are Wrigley’s latest since rolling out its 5 Gum pack in 2007, a sugar-free gum that adds a temperature twist to strong flavors.
Wrigley is planning to support the products’ launch with advertising, promotions and at-retail campaigns, a company spokesperson said. Details were unavailable.
