Wrigley's Extra Thin Ice is a pack of 24 micro-thin, inch-long translucent strips of peppermint-flavoured candy. They dissolve instantly on the tongue and claim to deliver an immediate, breath-freshening hit. The product will go on sale in Ireland this week and in the UK on January 7, priced at 75p. It will sit in bespoke sales units alongside existing counter gum trays in convenience stores.
Thin Ice will benefit from a £10m marketing package for the Extra brand this year, including £5m dedicated to the launch of Thin Ice. A TV campaign created by Bray Leino will break in both the UK and Ireland early next year, supported by press ads and sampling.
Wrigley currently makes £645m annually in European gum sales. Since its launch in 1991, Wrigley's Extra has grown into a £141m brand. Wrigley says it is also the fastest-growing top-ten confectionery item.
Thin Ice is aimed at people who usually chew gum and suck mints to keep their breath fresh, but who require a more discreet product for certain situations. "When you are talking to people face to face you need something instant and discreet," said Wrigley's head of communications Jo Hartop.
The pack is designed to fit into the small-change pockets of jeans.
Wrigley accounts for about 50% of the global gum market and has only recently stretched outside its traditional heartland, with the launch of a product similar to Thin Ice in the US. But it is keen to expand further into other confectionery markets. Last month it launched an £8.3bn bid for Hershey Foods, which was later withdrawn from sale.
Other buyout attempts are likely and more new non-gum products are planned.
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