Set for a UK launch by June this year, the firm claims its 5 gum ranks number two in the US in the premium category behind brand leader Extra.
“We are extremely excited about the launch of 5, a unique brand proposition which will capitalise on the consumer demand for premium confectionery products and new taste sensations,” said Toby Baker, marketing director at Wrigley.
The 5 range is available in cobalt – cooling peppermint, electro – tingling spearmint and pulse – crisp tropical flavours, complete with “embossed black gloss packaging and sharp eye catching bursts of colour”.