Wrigley Adds Fruit Variants to Orbit Complete

01/04/08 The Wrigley Company has announced the launch of the first ever fruity flavours under the Orbit Complete brand – Orbit Complete Strawberry and Orbit Complete Lemon & Lime.

The new Orbit Complete fruity flavours will remain faithful to the Orbit Complete proposition, containing Xylitol to help reduce plaque and help prevent the risk of tooth decay.

The two new products will appeal to consumers looking for a healthier dental lifestyle who enjoy fruit flavours and will come in handy envelope packs containing individually wrapped tabs of gum.

Since Orbit's re-launch to Orbit Complete in 2007 the brand has seen encouraging growth and sales are set to be further bolstered thanks to the latest portfolio introductions.

Orbit Complete will continue to be supported by an extensive marketing campaign that includes TV advertising, PR, sampling and dental surgery activities.

Alexandra MacHutchon comments: “The re-launch of Orbit Complete has been a success story with consumers and contributed to overall growth in the gum category.

“Orbit Complete Strawberry and Lemon & Lime flavours will build on the variants launched last year and continue to offer consumers increased choice. The new flavours in the Orbit Complete range will also drive trial for consumers who prefer a fruity gum but are also looking for additional dental benefits.”