Wrigley lets US consumers design gum packs

The website MyExtraGum.com was launched, said the company, to allow consumers to choose from a range of templates, themes, patterns, colours and fonts for a packet of Wrigley Extra gum.

The company said that consumers begin the ordering process by choosing a specific theme and template and can then personalise the pack by adding a message and photo of their choice.

In other chewing gum packaging innovation, last May saw the Benson Group add a paper dispenser on a pack it designed for the Peppersmith brand to aid, it said, more responsible disposal of the product.

The develop said the carton board shell and slide packaging has a fifth side with a booklet of small papers attached to the pack to enable consumers on the go to wrap the used gum and keep on their person for disposal at a more convenient time.