5 Gum

In 2007, Wrigley introduced a new sugar-free stick gum with mouth-freshening, long-lasting flavors combined with invigorating sensations you can feel as you chew. Available in Rain (a tingling spearmint flavor), Cobalt (a cooling peppermint flavor), and Flare (warming cinnamon flavor), 5 debuted in a fifteen-stick envelope package. The Wrigley Company revitalized tab-style gum in 2001 with the introduction of Orbit and its unique formulation and packaging. Last year, it introduced the Eclipse BigE Pak bottle for the pellet gum segment. The 5 envelope will cost $1.49 for individual packs and $3.49 for a three-pack.

Wrigley's leadership in the chewing gum industry

Wrigley, a part of Mars, Incorporated since 2008, has maintained its leadership position in the chewing gum industry through a combination of strategic marketing, innovation, quality control, and global expansion. Here are a few specific ways they've achieved this:

1. Brand Recognition and Marketing: Wrigley has an impressive portfolio of well-known brands, including Wrigley's Spearmint, Juicy Fruit, Orbit, Extra, and Big Red. Its brands are household names, and this strong brand recognition is a result of strategic advertising and marketing campaigns.
2. Innovation and New Product Development: Wrigley continuously innovates and introduces new products. They have developed gums with new flavors, longer-lasting taste, and new formats like pellet gum and slim pack. They have also created gums with functional benefits, like teeth whitening or added vitamins.
3. Quality Control: Wrigley ensures its gum products are of the highest quality. The company adheres to strict quality control processes, ensuring that every pack of gum meets their high standards.
4. Global Distribution and Expansion: Wrigley has a vast global network, distributing its products in more than 180 countries. They have manufacturing facilities in multiple locations around the world, which helps them cater to local tastes and preferences while ensuring their products are widely available.
5. Customer Engagement: Wrigley uses promotions, sponsorships, and interactive marketing to engage with customers. They have successfully leveraged digital marketing and social media to connect with younger audiences.
6. Sustainability Efforts: In response to increasing consumer demand for sustainable products, Wrigley has implemented sustainability initiatives, including efforts to reduce energy usage and waste, and to source ingredients responsibly. This helps to build a positive brand image and meet the expectations of environmentally conscious consumers.

By consistently maintaining these strategies, Wrigley has managed to stay at the forefront of the chewing gum industry for over a century.