Wrigley is absorbing Orbit chewing gum lines into its Extra brand as part of a £15m investment to grow the category next year.
The move will see Orbit spearmint and peppermint flavours carry the Extra logo from next month, with Wrigley confirming pack sizes will remain the same. The change will be communicated to shoppers with on-pack messages.
In addition, the firm will add two ‘soft chew’ flavours to its Extra range – Strawberry and Bubblegum – targeted at younger shoppers.
Wrigley said the decision forms part of larger plans to grow its soft chew gum lines, and follows a 13% year on year decline in sales of Orbit products.
Sue Cobbledick, oral care marketing manager at Wrigley, said: “We have seen falling sales of Orbit but it still has a very loyal customer base. With this move, we’re aiming to strengthen our soft chew offering and attract new customers to the market, while also appealing to those who have grown up with the Orbit brand.”
Wrigley will support the launch with a 16-week TV ad campaign, which will promote the oral care benefits of the products to parents. It will form part of a £15m spend on Extra for the year.
Updated point of sale material is also being launched, while Wrigley sales teams will be dispatched to independent stores to re-merchandise chewing gum displays, according to Ms Cobbledick.