Wrigley is sticking £11m behind the addition of a tooth whitening variant to its Orbit dental chewing gum range ­ Orbit White. The new gum, available from July 2, contains sodium bicarbonate ­ said to help reduce stain accumulation and to help teeth keep their natural colour. It comes in a 12 pellet silver flip box. (Rsp 39p). "Whitening products havebeen the fastest growing group in the oral care sector over the past three years," said communications manager Jo Hartop. She predicted that the new product would achieve a 10% share of the total gum market. The marketing programme will include TV advertising in August and October, a poster campaign and sampling. {{MARKETING - P&P }}