Wrigley UK is expecting an additional £12m ($19.3m) in sales by introducing smaller sized bottle packs for chewing gum that are more affordable for consumers.
New 46-pellet bottles have been introduced with an RRP of £1.99 ($3.20) to offer a cheaper, more transportable option to existing 60-pellet ranges (RRP £2.60).
Hamish Thomson, Wrigley managing director told ConfectioneryNews.com: “There is enormous potential for growth in the UK gum category and the new 46 pellet bottle will help us tap into this. Providing better value for shoppers, the handy format lends itself perfectly to occasions such as work and travel.”
According to Thomson, Wrigley UK had a strong 2012 and accounted for £240m ($385m) of the £257m ($413m) chewing gum sales in the UK market.
Wrigley’s Extra brand makes up £166m ($266m) of the category and is growing at around 11.4% year-on-year.
The UK performance contrasts a much bleaker picture in Germany , where Wrigley saw 3% sales declines last year due to declining impulse channels.
New production line
Wrigley has added a new manufacturing line in its Plymouth factory, which will supply the 46-pellet bottles to the UK as well as the rest of Europe and Middle East. It also plans another line later this year as it anticipates strong demand.
The bottles, which will be sold in all channels, are for three Wrigley brands: Airwaves Menthol & Eucalyptus, Extra Ice Peppermint and new Extra White.
The 46-pellet packs are already sold in Germany and account for 30% of the country’s total gum category value.
Wrigley said that its research in China showed that consumers who bought bottle packs chewed twice as much compared to those buying 10 pellet packs.
Inspiring impulse purchases
The company has launched a new checkout merchandising unit for retailers that features a top shelf dedicated to the bottle.
It is also urging retailers to carry a new paddle display for the product in-store.
Wrigley has dedicated £20m ($32m) in gum marketing in the UK for 2013. It will continue its ‘Eat, Drink, Chew’ campaign to promote the health benefits of sugar-free gum on TV adverts and social media.