Gum maker Wrigley has replaced a variant in its premium ‘5’ gum range in the UK to coincide with a packaging revamp.

Berry-flavoured 5 Flood is available nationwide, the firm said today (26 January), and replaces the Electro variant. 5 Flood is available in a 12-stick pack with an RRP of GBP1.02 (US$1.62).

The launch accompanies a packaging revamp for the range, which will be rolled out across all channels.

The redesign retains the embossed black gloss packaging but now states that each pack contains 12 sticks of sugarfree gum.

The berry gum joins peppermint-flavoued 5 Cobalt and tropical gum 5 Pulse, which were launched in June 2009.

Duncan McCulloch, sales director at the Mars Inc subsidiary, said: “Our customer feedback and research shows that the new look packaging outperforms the current 5 design. Retailers can be sure we will be supporting the 5 range with some great in-store point-of-sale and a digitally-led marketing campaign to help drive visibility and awareness of the brand.”

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