Gum giant Wrigley has launched an offensive in the UK market with the relaunch of its Airwaves brand.
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The US-based firm has revamped the brand’s packaging and reformulated Airwaves to give it a “long-lasting” flavour.
Wrigley communications manager Alexandra MacHutchon said: “This is another example of how The Wrigley Company is meeting consumer demand for new and better taste experiences, while pushing the boundaries of innovation within the mouth freshening category.”
The relaunch comes amid growing competition in the UK gum category. Wrigley leads the UK gum market but has witnessed the success of Cadbury Schweppes’ Trident brand since its launch earlier this year.
Wrigley also recently launched two limited-edition fruit flavours under the Extra brand.
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By GlobalData
