Wrigley Announces Launch Plans for 5 - New Stick Gum to Stimulate the Senses

19/03/07 The Wm. Wrigley Jr. Company will introduce to U.S. consumers this summer, 5, a groundbreaking, new sugar-free stick gum with mouth-freshening, long-lasting flavors combined with invigorating sensations "you can feel as you chew."

"5 appeals to the senses and is the most exciting development in sugar-free stick gum since the launch of Extra more than 20 years ago," said Bill Perez, Wrigley's President and CEO, while speaking to attendees at Wrigley's Annual Stockholders' Meeting Wednesday in Chicago.

Available in Rain (a tingling spearmint flavor), Cobalt (a cooling peppermint flavor), and Flare (warming cinnamon flavor), 5 debuts in a 15- stick envelope package, a first for the gum category.

"Teens, who are constantly seeking opportunities to experience something out of the ordinary, are also the most frequent gum chewers of any age group and account for one-third of all gum chewed in the U.S.," said Martin Schlatter, Wrigley's Chief Marketing Officer. "In our testing, teens and young adults have told us they love everything about 5 - from the unique tingling, cooling or warming sensations that accompany its delicious and especially long-lasting flavors to its bold graphics to its sleek, revolutionary packaging. 5 delivers an amazing new gum experience."

The Wrigley Company revitalized tab-style gum in 2001 with the introduction of Orbit and its unique formulation and packaging. Last year, it reenergized the pellet gum segment with the introduction of the Eclipse BigE Pak bottle. The 5 envelope is the next great packaging enhancement for stick gum, and will carry a suggested retail price of $1.49 for individual packs and $3.49 for a three-pack.