Wrigley hits US market with new flavors

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Wrigley is looking to consolidate its position in the US gum market
with a brand new range of summer flavors, writes Anthony

The seven new items under the Orbit, Juicy Fruit, Eclipse and Hubba Bubba brands all tap into current consumer tastes and are targeted at specific demographic markets.

"All new flavor developments are driven by consumer insights,"​ Kelly McGrail, Wrigley director of corporate communications told FoodNavigator-USA.com​.

"We are trying to provide variety and great taste to consumers.

Orbit for example, the fastest growing gum brand in the US, will expand to include Orbit Sweetmint and Citrusmint flavor combinations.

Orbit White will also expand its offerings with its new Bubblemint flavor. Orbit White's existing Peppermint, and Spearmint flavors have helped drive the popularity of tooth-whitening gums, a growing segment that Wrigley believes has even more room for expansion.

Wrigley has also added new flavors to its range of Eclipse mints. This brand, which has driven growth in the US mint category since its introduction in January, 2004, will now feature a new Cinnamon flavor following extensive consumer tests.

A new and improved Eclipse Lemon Burst is also being launched. The new product will replace Eclipse Lemon Ice.

"Orbit and Eclipse are aimed toward the young adult and adult sectors,"​ said McGrail. Eclipse is the number four brand in gum, mints and breath strips based on US retail dollar sales.

The Juicy Fruit brand is the number one fruit-flavored gum in the US. This summer, Wrigley's original Juicy Fruit and Juicy Fruit Strappleberry and Grapermelon will be complemented with the addition of Juicy Fruit Sours Tropikiwi Kick.

"Of the new products that were introduced, the only one I would say is following a consumer trend would be the Juicy Fruit Sours Tropikiwi Kick,"​ said McGrail. "The 'sours' line of flavors is quite popular with young people."

Juicy Fruit Sours Tropikiwi Kick is therefore targeted at teens and tweens, with its combination of tartness and sweetness in a crunchy-coated pellet format.

And finally, Wrigley is overhauling its Hubba Bubba brand with the inclusion of Triple Treat, multi-colored flavor crystals that deliver strawberry, watermelon and blueberry flavors. The product is clearly aimed at kids, and comes in a clam-shell shaped dispenser. A new flavor, Hubba Bubba Max Cherry-Lemonade, is also being launched.

Wrigley,​ the world's largest manufacturer and marketer of gum, with global sales of over $3.6 billion, is confident that its new flavor range will ensure that its products remain responsive to evolving consumer tastes.

"Innovation must meet the needs of consumers and deliver both value and fun,"​ said Paul Chibe, senior director of marketing.

"We're very pleased with the new product line-up for the summer of 2005 and how well it addresses the wide variety of tastes and preferences among all our consumers - from age 6 to 60 and everywhere in-between."

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