Wrigley to attack rival Trident with UK launch

The Wrigley Company is plotting the launch of a chewing gum brand to spearhead its counterattack against Cadbury-owned rival, Trident.

Called 5, the sugar-free stick gum range unveiled in the US in March, will be one of Wrigley’s most significant launches for several years.

It is understood that it will be brought to the UK later this year. Insiders say it is not clear if Wrigley will use the 5 name or existing branding although it is currently being used as the project name.

The range aims to offer “freshening” as well as long-lasting flavour to combat Trident, which was launched in the UK in March and has already taken a 15% share.

The brand 5 aims to stimulate the five senses with three flavours that provide sensations: Rain, which is “tingling spearmint”; Cobalt, which is “cooling peppermint”; and Flare, which is “warming cinnamon”. It is thought that Wrigley may also be considering Cobalt as a brand name in the UK.

William Perez, president and chief executive of Wm Wrigley, told shareholders at the US launch that it was the “most exciting development in the stick gum category since Extra was launched 20 years ago”.

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