Bill Warnes, CATEGORY director of roys (wroxham)
Consumers looking for a chew will be disappointed by these quick-dissolving strips but the taste is long-lasting (over an hour) and very hot' and strong.
It leaves the palate feeling fresh but without the cleaning effect of gum on teeth. Extra strong mint lovers will enjoy it but I believe it has limited appeal. I was impressed by the discreet, compact plastic container, but the words fresh breath strips' could be much clearer on the outer packaging. I think the 75p price (compared to a 28p five-stick pack of chewing gum) might deter trial but, with 24 strips per pack, it seems reasonable value.
The personal hygiene market is huge and oral care of particular interest. I believe this is a great concept but it will be difficult for Wrigley to deliver on something outside its chewing gum heritage.
Score 14/25

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