Wrigley has given the first indication that its successful Extra Thin Ice fresh breath strips could soon be extended beyond mint flavours.
Coffee, peach melba and even cinnamon variants are all possible line extensions and could be on sale by the end of the year.
The revelation came at last week’s International New Products Forum in Leatherhead where Wrigley marketing manager Toby Baker outlined how the company had made the product a success. He even
claimed the format could be extended to other brands in the Wrigley portfolio.
Wrigley’s decision to consider extending the Extra Thin Ice proposition would appear to be a natural evolution for the brand which has notched up sales of around £14m in its first year on shelf. This figure outstrips rival Listerine Actives by more than three to one.
Cinnamon flavour Thin Ice is already a bestseller in the US, while lemon zest is a popular line in Germany.
“This (fresh breath strips) is a format we could expand throughout our other brands,” said Baker. “There is already a lot of development being done on flavours that range from coffee to peach melba.”
Coffee, peach melba and even cinnamon variants are all possible line extensions and could be on sale by the end of the year.
The revelation came at last week’s International New Products Forum in Leatherhead where Wrigley marketing manager Toby Baker outlined how the company had made the product a success. He even
claimed the format could be extended to other brands in the Wrigley portfolio.
Wrigley’s decision to consider extending the Extra Thin Ice proposition would appear to be a natural evolution for the brand which has notched up sales of around £14m in its first year on shelf. This figure outstrips rival Listerine Actives by more than three to one.
Cinnamon flavour Thin Ice is already a bestseller in the US, while lemon zest is a popular line in Germany.
“This (fresh breath strips) is a format we could expand throughout our other brands,” said Baker. “There is already a lot of development being done on flavours that range from coffee to peach melba.”
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