Wrigley has unveiled redesigned packaging and a reformulated recipe for its Extra brand.

The launch will roll out to customers in May and June during Wrigley’s sponsorship of National Smile Month. The campaign will include consumer PR activity and outdoor posters near to shops.

Julio Guijarro, Wrigley UK & Ireland managing director, said gum visibility is key to driving sales.

The move marks the latest development in Wrigley’s £15m marketing investment which has seen Orbit brought under the Extra brand and a new TV ad starring American actor Ashton Kutcher. Wrigley’s LED display units, which boosted mint and gum sales by 16% in trial stores last year, are also still available to retailers.

Sue Cobbledick, oral care marketing manager, told Retail Express: “So far this year we have shipped 850 of the 5,000 displays we have produced. We recommend retailers speak to their reps to see if they are able to get one.”