Wrigley has unveiled its plans for the start of 2012 - which include brand extensions for Extra and Five.
From January, it will roll out a Strawberry version of Extra (rsp: 40p) that, like the other lines in the brand, will be pitched as helping with oral care.
Wrigley is hoping the flavour - and £1 price-marked Handy Boxes launching in April - will help drive further growth for the brand, which has risen 7.9% in value year-on-year [Nielsen 52w/e 5 November 2011].
In contrast, stablemate gum Five has dropped 20.1% in value over the same period and Wrigley said, with Extra in growth, it would be focusing on the rest of its portfolio in 2012.
For Five, this kicks off with the rollout of new variant Evolution, which starts off as a sour pear flavour and turns sweeter as it is chewed. It will be supported by promotional activity accessed via augmented reality app Blippar.