Wrigley extends Extra and Orbit Complete ranges

 The Wrigley Company is expanding its Extra and Orbit Complete brands with a raft of new launches. The new products will hit shelves at the end of April.

It is extending the Extra brand, which is the number one sugar confectionery brand in the UK, with Extra Polar Ice and Extra Artic Ice. The two products will be positioned as freshing gums that can “neutralise strong foods”. Both will be in pellet blister packs and will be supported by a significant marketing push.

It is also launching the first fruit flavours under the Orbit brand. Orbit Complete Strawberry and Orbit Complete Lemon & Lime will contain Xylitol, which helps to reduce plaque. The variants are aimed at consumers that want to protect their teeth but prefer fruit flavours.

The new products follow the relaunch of Orbit as Orbit Complete last year and will the brand will be supported this year with a major advertising campaign, including TV.