Wrigley Company makes move into mint market

The Wrigley Company is taking its first step outside the chewing gum market with the launch of Xtra Mints in September. The move is part of Wrigley’s strategy to diversify from it core products to become a confectionery company.

The sugar-free range will be available in two flavours, spearmint and peppermint, and will retail at 42p for 20 mints. The oval-shaped mints have a special coating to freshen breath by releasing the mint flavour. The range will be packaged in cardboard boxes with flip-top lids and will continue the Xtra branding.

The launch of Xtra Mints will be supported by a £12m through-the-line campaign. The spend is additional to the £34m Wrigley has spent marketing its entire portfolio, which also includes the X-Cite and Orbit brands, this year. The campaign will be created by Bray Leino.

Gharry Eccles, Wrigley managing director for UK and Ireland, says that it decided to

extend the Xtra brand into mints because of its reputation as a breath-freshening product. He adds that Wrigley believes Xtra Mints will rejuvenate the category, which has lacked investment or innovation in recent years.

The Xtra range was launched in 1992, and according to AC Nielsen figures it is now worth £131m, having grown by 13 per cent during the past 12 months.

The launch is expected to unsettle Cadbury Trebor Bassett, which launched Trebor 24/7 at the end of last year (MW November 28, 2002). It is understood the brand has suffered distribution problems (MW July 10).

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here