Blackcurrant is to make its debut in the chewing gum category with the launch of Wrigley's Airwaves Blackcurrant + Vitamin C. And Wrigley's predicts that the new flavour, which is available from September 3, will grow the Airwaves brand by at least 20% in its first year. The launch will benefit from a £4.7m advertising spend behind the brand, which begins next month with TV ads, posters and sampling. A commercial solely highlighting the Blackcurrant + Vitamin C will air in October. Wrigley's claims that blackcurrant is the most popular flavour in the medicated confectionery market and Airwaves is the fastest growing brand. The Menthol and Eucalyptus variant is Wrigley's second most profitable confectionery countline. Jo Hartop, communications manager, said consumers already saw Airwaves as "standing for vapour release, strong taste and cough and cold relief". She said the introduction of Airwaves Honey and Lemon had brought new chewers into the market and that blackcurrant would do the same. Rsp: 32p. {{MARKETING - P&P }}

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