Wrigley expands UK brand line-up with Life Savers launch

LONDON - Wrigley is in early-stage talks with retailers about bringing its key US brands to the UK.

According to retail insiders, the company, best known for its chewing gum brands, will launch its Life Savers mints in the UK early next year, supported by several brand extensions outside its core gum sector.

Wrigley has already extended its Doublemint gum brand into mints. Further flavours are planned.

The company claims that new products accounted for 20% of its global sales over the past four years.

Wrigley bought the Life Savers and Altoid brands from Kraft Foods last year and is to license its Trolli gummy candy in the US.

A spokeswoman for Wrigley declined to comment on its plans for the UK, but admitted that "new product development and innovation" were a priority.

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