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Wrigley launches new Orbit flavours

By Catherine Boal , 27-Feb-2007

Global gum maker Wrigley is broadening its confectionery portfolio with an extension of its core Orbit brand.

Orbit Mint Mojito and Raspberry Mint make up the tenth and eleventh flavours in the chewing gum brand range and will be available in a 14 piece packet as well as multi-packs.

 

 

 

Vice President of US Marketing Paul Chibe said: "Mint Mojito provides an exotic cooling sensation that is recognisably different from existing gum flavour profiles while Raspberry Mint blends Orbit's distinct mint flavour with the brand's first berry flavour offering."

 

 

At the start of this month, Wrigley, who also own the Juicyfruit and Doublemint gum brands, announced positive fourth quarter results.

 

 

 

The company singled out Orbit as a particularly strong performer in its large portfolio with climbing sales in the European market and consolidation of its leading position in the US.

 

 

 

In the UK market, Wrigley's Extra is the largest gum brand and, according to a poll published last week by analysts AC Neilsen and trade publication Checkout, the product is the 23rd top grocery brand in the UK market with growth of 2 per cent from £166.1 million (€246.9m) to £169.4million (€251.8m).

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