Wrigley is introducing a new look across all channels for its range of Extra and Extra Ice Mints.
The redesign aims to create greater stand-out on shelf and differentiate between Extra chewing gum and mints in-store.
The new packaging features a simplified design to ensure the word “mints” stands out on-pack.
A ‘kind to teeth’ on-pack flash has also been introduced to communicate the brand’s oral health care credentials.
All Extra and Extra Ice Mints are sugar-free and endorsed by the British Dental Health Foundation.
Peter White, Customer Activation Manager at Wrigley, said:
“Studies show that one of the main barriers to purchasing mints is that they are perceived as being harmful to their teeth.
“We are confident that by introducing visual oral care cues, we can eliminate these barriers to purchase for Extra and Extra Ice Mints and help grow the category as a whole.”
Extra is currently the number one breath freshening brand in the UK and Extra Mints is worth £8.3m and is growing ahead of the category at +16.2% year on year.