Gum giant Wrigley is preparing to launch two limited-edition fruit flavours under the Extra brand next month.
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The company has dismissed suggestions that the launch of the flavours, strawberry and water melon, is a direct response to the success of Cadbury’s Trident gum. Trident, which also comes in fruit flavours, has taken a 15% market share just three-months after its launch.
Wrigley told just-food: “Fruit flavours have always been an integral part of Wrigley’s product portfolio.”
Pointing to the success of its Juicy Fruit brand, which has seen a 33% increase in sales since 2004, Wrigley said that the launch highlights its commitment to innovation and will take advantage of the popularity of fruit flavours in the UK.
“Limited editions are part of our ongoing commitment to providing consumers with new exciting taste and flavour sensations,” Alex MacHutchon, communications manager, said.
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