Wrigley in Juicy Fruit revamp and product extension overhaul

Confectionery company Wrigley is extending its Juicy Fruit brand into pellet format for the first time in the UK. It is also introducing a new flavour, “Strappleberry”, which is a combination of strawberry, pear and apple.

The pellet product, which will be launched in September, aims to attract younger consumers to the brand. Juicy Fruit, which celebrates its 40th anniversary this year, has been revamped, with a packaging overhaul. There will be marketing activity, although the details have yet to be confirmed.

Juicy Fruit is positioned as a product that sits between chewing gum and bubble gum, but its popularity has waned as consumers have moved to sister Wrigley brands such as Extra and Airwaves. The latter brands fit into the company’s strategy of developing products outside its core gum market, with the launch of mint strips, such as Extra Thin Ice, and products with “functional benefits”.

At the end of August, Wrigley will launch an on-pack promotion called Chew and Win. The promotion will run across the Extra and Orbit brands and will be tied into a marketing campaign for each brand. Consumers will be asked to enter an on-pack code into a website to find out whether they have won. Prizes include trips to the US and film première tickets.

Latest from Marketing Week


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