Mars Inc. is taking its Wrigley’s Doublemint gum brand into the UK mints category.

The “entirely sugar-free range” is part of Mars’ plan to “reinvigorate” the brand in the UK by “evolving to become much more than a traditional gum brand”.

Doublemint gum will also now be relaunched with a sugar-free recipe.

Julio Guijarro, Wrigley UK marketing director, said: “Doublemint has great heritage in the UK and is loved by many, which is why we’re excited to launch the revitalised brand into the mint category. With a variety of pack formats, the new Doublemint portfolio has something for every mint usage occasion, and with previously limited investment into the category, the launch is set to put it in growth. 

“We are committed to ensuring consumer needs are always satisfied. With the changing nature of people’s lifestyles, providing an on-the-go breath freshener which can be enjoyed regularly – due to its sugar free credentials – is something we identified as a key demand in the category.”

The new range will be available across retailers this month and will be available in a single roll pack at an RSP of GBP0.43 (US$0.61); a bottle at an RSP of GBP1.99; and a sharing bag at an RSP of GBP1.39. Doublemint Sugarfree Gum will have an RSP of GBP0.40.