Wrigley gives gum brand a calcium make-over

摘要

Calcium for healthy bones and teeth has long been the number one health benefit from dairy, with no other category presenting any significant challenge. But Wrigley's launch of its first calcium-fortified gum shows how dairy's ownership of that message is set to be challenged by a gum industry that long-since succeeded in making various dental health benefits the key selling point of its products. In Australia in April The Wrigley Company - part of Mars - launched a new extension to its successful Extra Professional sugar-free chewing gum. Called Wrigley's Extra Professional Calcium, it is a calcium-fortified gum designed to deliver 10% (or 80g) of the recommended daily intake of calcium - if two pellets of the new gum are chewed for 20 minutes.