is shaking up the chewing gum category with the launch of a premium brand called Wrigley's 5.
It will be available from June in three flavours - Cobalt Cooling Peppermint , Electro Tingling Spearmint
and Pulse Crisp Tropical. In North America, 5 is the second best selling chewing gum behind Wrigley's flagship brand Extra, according to the company.
"The range has been designed to appeal to high -energy social consumers who look for cool, edgy products to match their stylish lifestyle," a spokesman said.
It will be available in two pack sizes - a single pack containing 12 individually wrapped sticks (rrp 97p) and a twin -pack (rrp ú1.79).
Wrigley's will back the launch with TV, cinema and outdoor ads, online activity, consumer PR, nationwide sampling, in-store promotions and POS.
Marketing director Toby Baker said:
"5 is a unique brand proposition which will capitalise on the consumer demand for premium confectionery products and new taste sensations."
He added that the launch demonstrates Wrigley's commitment to "innovating and growing the category" in tough market conditions.