Wrigley sets fire to breath freshening

Wrigley has a new addition to the Extra brand. Extra Fire gives a fiery burst of minty breath freshening.

The launch of Extra Fire is intended to support the growth of the Extra brand and to complement Extra Ice gum which was launched last year. Extra has a 45% share of the mouth freshening market, delivering sales of pound;166m in 2005.

Alex MacHutchon, communications manager at Wrigley, commented “Extra Fire provides a unique taste proposition to the market.”

Available in packs of 10 pellets with an RRP of 28p, there will be 30 packs per outer. Extra Fire will replace Extra Mountain Frost and will be available from April 18th.

Contact 01752 752094

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