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JUL 2007

Wrigley bets on the box for new brand

Crain's Chicago Business, July 29, 2007 — Wm. Wrigley Jr. Co. wants young chewers to judge its newest product by the cover.

5, which began hitting checkout aisles this month, is the first new gum line Wrigley has introduced since 2001. The company hopes it can help hold off Cadbury Adams USA LLC, which has made inroads into Wrigley's historical dominance of the U.S. gum business.

The sugarless gum is also the first U.S. brand to emerge from the company's Goose Island innovation center.

Category: Innovation
Tags: Wrigley, New Products, Packaging

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