Wrigley to makeover stick gum packaging, flavor

March 12, 2008 8:48:12 AM PDT
Chicago-based Wrigley Company plans to overhaul the packaging and flavor of its ubiquitous stick gums as part of an effort to revive the category's sagging U.S. sales. The makeover is scheduled for Doublemint, Juicy Fruit, Big Red and Extra brands

The company announced the redesign today during its annual shareholders meeting in downtown Chicago. It says the change will help boost the gum's profile among store shoppers.

Sales of stick gum account for about a third of Wrigley's gum revenue.

But stick gum isn't as popular with shoppers as tab gum like Orbit and pellet gum like Eclipse.

The company says it will transform the bulky packs of foil-wrapped stick gum to a sleek and slim envelope that can easily fit in a pocket. It also intends to boost the gum's flavor.