Wrigley steps into freshening space, launches Doublemint©Mints

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New Delhi | Published: August 23, 2016 7:01:16 PM

Wrigley, a subsidiary of global manufacturer of confectionery, pet food and food products Mars Inc, has launched Doublemint©Mints, marking its entry into the freshening space in India.

candy-L-reuWrigley, which operates in gums, mints and confection features, is looking at India as one of its critical markets. (Reuters)

Wrigley, a subsidiary of global manufacturer of confectionery, pet food and food products Mars Inc, has launched Doublemint©Mints, marking its entry into the freshening space in India.

Wrigley, which operates in gums, mints and confection features, is looking at India as one of its critical markets.

“We continue to look India as a fantastic opportunity to leverage our global leadership of gums and mints… India is one of the critical markets for us because of the opportunity that exits here,” said Wrigley India MD M V Natarajan.

Besides, the company, which has several global brands in its portfolio that includes Juicy Fruit, Spearmint, Doublemint, Freedent, Big Red and Extra, will continue to evaluate the Indian market and introduce them here.

“We would continue to evaluate those opportunities. It’s a question of time and about the format suiting Indian consumers,” he added.

The overall gum and mint market is estimated to be around Rs 1,000 crore and Wrigley has around one-third of its share.

“The gum and mint market in India is about Rs 1,000 crore, in which gum is about 60 per cent and the balance 40 per cent is mint. We have roughly one third of that space,” Natarajan said.

Asked whether the company intends to increase its market share here, he said: “Doublemint©Mints’ launch is in that direction.”

Wrigley started India journey in 1995 with the peppermint sticks variant of its iconic global brand Doublemint.

Now, Wrigley India sells a range of gums and confectionery brands, which includes Orbit, Doublemint, Boomer, Pim Pom and Solano.

Wrigley India has two manufacturing units — one at Baddi in Himachal Pradesh and another at Karnataka — which sells the products in India and neighbouring countries such as Sri Lanka, Nepal and Bangladesh.

“We continue to invest in our plants, both from the point of view of creating infrastructure and making sure existing products and the new ones are of high quality,” he said, adding that it has “sufficient capacity”.

The company also has one innovation centre in Bengaluru.

Doublemint©Mints is available in two flavors – peppermint which is a core mint flavor and spearmint which is a sweeter and milder flavour and is priced at Rs 10.

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