Gum and confectionery group Wrigley is further expanding its Extra gum range with the launch of a tenth flavour, sugar-free Supermint.

The company is also introducing what it described as “flavour improvements” to its current Spearmint and Peppermint variants.

The new Supermint flavour is to be available in a 15-stick Plen-T-Pak with a suggested retail price of US$1.09 and in a multi-pack containing eight five-stick packs, which will retail for $2.29. The company is running TV and print advertising to support the launch.

“We believe the launch of Supermint, as well as the improvements to Peppermint and Spearmint, will generate continued excitement around the Extra brand,” said Paul Chibe, Wrigley’s vice president of US marketing.

The late summer and autumn have been a busy time for Wrigley. Earlier this month, the company introduced tropical fruit flavour extensions for its Eclipse Fusion, Hubba Bubba and Orbit brands, and in August it launched what it described as a “groundbreaking” campaign for its 5 sugar-free stick gum brand.

Although Wrigley posted a 3% increase in North American revenues in the first half of 2007, this was attributable to price increases which offset a drop in volumes.