Wrigley has overhauled Extra with improved flavours and updated packaging to drive home the sugar-free gum’s oral care credentials.

The revamped brand identity, rolling out globally this week globally, features a ‘fresh’ new look with a clearer font, and is designed to emphasise the dental health benefits that come with chewing sugar-free gum after eating and drinking.

To provide chewers with the “best taste ever”, the brand’s Peppermint, Spearmint and Cool Breeze variants had been reformulated as part of the relaunch, said Wrigley.

Extra is set to benefit from a £15m marketing spend earmarked for the portfolio this year including a 40-week TV push starring Hollywood actor Ashton Kutcher.

The brand is also planning a major consumer push around the British Dental Health Foundation’s National Smile Month that runs from 18 May to 18 June and which is sponsored by Wrigley.

The new look made its UK debut on some lines early this year after Wrigley made its Orbit products part of the Extra range. Sales of Extra are up 5.9% year on year to £206m [Nielsen 52 w/e 21 February 2015].

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