Wrigley’s unveils Airwaves guarana-flavour extension

Wrigley’s is launching an energy-boosting chewing gum with added guarana under its functional brand Airwaves. The sugar-free gum will be launched next month.

Airwaves Guarana, which will cost 42p, will combine citrus and menthol flavours to give “an invigorating kick”. It will be sold in a blister pack format and one box will contain two strips of five pellets.

Guarana, which is a stimulant with similar effects to caffeine, is already available in a number of soft and functional drinks. Cadbury has also launched a guarana variant of its Boost chocolate bar and Anheuser-Busch has launched a beer brand called B-to-the-E or BE, which contains guarana.

The new variant will receive a significant marketing spend, which is likely to include television support. Last year, Wrigley’s spent &£1.5m on advertising the Airwaves range.

The Airwaves brand was launched in the UK in 1997 as functional gum. The first variant contained menthol and eucalyptus and was positioned as a functional product for people suffering from colds or blocked noses.

Wrigley’s has been increasing its range of functional products over recent years and also has a strong presence in the oral care market with products such as Orbit Professional (MW August 7, 2003).

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