Wrigley is supporting this month's launch of new Orbit Sweetmint and the reformulation of Orbit Peppermint and Spearmint, with £9m. The Sweetmint variant ­ a mellow mint flavour ­ joins the Orbit range on February 26. Like the new Peppermint and Spearmint formulations, it includes Xylitol ­ said to give more protection for teeth. Orbit Lemonfresh already contains it. Sweetmint is available in a 10 pellet pack (rsp; 26p). The other flavours come in five stick packs (21p). The campaign, which will kick off on national TV and poster sites in April, is expected to focus on the brand's positioning as the chewing gum which helps protect against tooth decay. The company is also running a communications programme aimed at dentists. {{MARKETING - P&P }}

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