Wrigley is extending Extra gum - Britain’s biggest sugar confectionery brand - with new flavour Ice Citrus.

The launch is being backed with sampling and a TV ad, while cash & carries are offering 3-for-2 packs of Extra White and Extra White Bubblemint outers with a free outer of Citrus.

Wrigley said the success of Extra Strawberry and Extra White Bubblemint had demonstrated growing demand for fruit and sweet gum.