Wrigley cuts gum to get ‘back to basics’

The Wrigley Company is understood to be scaling back the number of variants in its chewing gum range in a bid to “get back to basics”. The move comes as rival brand Cadbury-owned Trident also looks to consolidate its portfolio of products.

It is thought that Wrigley is planning to drop a number of fruit flavours that it introduced to compete with Trident, which launched in the UK in 2007.

It is not clear which products will be axed, but over the past year it has introduced new variants under the Extra and Orbit brands. In April last year, it launched strawberry and watermelon flavours under the Extra Fruit Fusions range. Earlier this year it launched Orbit Complete Strawberry and Orbit Complete Lime and Lemon. It has also launched a number of liquid-filled products, which are understood to have received a mixed reaction from consumers.

One industry insider says it is “culling quite a few of the fruit flavours” so it can refocus on its core mint brands. Another source adds that there is not a high demand for such products and that Wrigley is reducing stock levels of its mint flavours by bringing out so many.

Toby Baker, Wrigley marketing director, says/ “Wrigley prides itself on launching products that meet consumer demand and has always invested in research to help understand evolving need states.”

He adds that the company has “led the way” on product development and has diversified its marketing.

It has become the official chewing gum of the Premier League and has introduced new idents for its sponsor-ship of Channel 4 teen soap Hollyoaks. It also sponsors the Ducati Superbike team with its Airwaves brand and has extended his with the Airwaves Pro Challenge.

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