Bangkok--31 Mar--Wrigley The recent upward trend in the global health industry shows that people now are putting much more emphasis on their health and well-being. This effect is causing a major growth in the sugar free chewing gum sector which caters to those who are self-conscious about their health. The expected growth of the entire industry is forecasted at over 7% which is why Wrigley has plans to release a new line of chewing gum called “Extra Professional.” A major ingredient in the gum is sodium polyphosphate in the form of “microgranua”. This ingredient is a well known substance in the dental industry which keeps your teeth shiny and healthy and leaving you with the freshest breath. Wrigley has plans to spend more than 100 million baht to launch the Extra Professional chewing up, partnering with presenter Pat Nabapa whom will represent the brand and take it to new heights.“Professional” the answer to freshness and a healthier lifestyle Mr. Supree Pawarisapong, director of Wrigley Thailand Limited has said that the present consumers are much more conscious with their health and lifestyle, especially with their outward appearances. The new Extra Professional chewing gum will help young professionals with a hectic lifestyle achieve their goal of being a more self-confident person. Despite the hectic schedules of young professionals, they will be able to keep the freshest breath to improve their confidence as well as keeping them healthy and skinny with the new sugar free formula. Since 2006, the sugar free chewing gum sector has grown more than 58%. However, just last year the growth significantly dropped to only 2% because of the lack of a new exciting product. With the new launch of the Extra Professional chewing gum, Wrigley is estimating that the market will grow by more than 7% and will get a positive response from the public. This recent trend for a healthier lifestyle is not only a local phenomenon here in Thailand but has especially affected countries such as the United States. The sugar free chewing gum has been a new phenomenon there after research has shown that not only does the chewing gum offer fewer calories, but it also helps to control ones body weight in the long term as well. Another benefit is that the sugar free formula will help reduce the risk of dental cavities and leaves you with the freshest breath.Showcasing “Microgranua” After seeing the recent growth in the health industry, Wrigley has decided to launch the Extra Professional chewing gum as a healthier choice for the consumers. The Extra Professional chewing gum is a sugar free gum added with Xylitol. Xylitol helps to prevent the growth of dangerous bacteria in your mouth and stops cavities from forming in your teeth. Another active ingredient is Sodium Phosphate, a staple ingredient in the dental industry. The Sodium Phosphate is added in the form of Microgranua and helps to clean your teeth as well as leaving you with the freshest breath as if you just finished brushing your teeth. Wrigley to spend over 100 million baht to launch the Extra Professional gum to target Thailand’s young professionals Mr. Supree has announced that the Extra Professional chewing gum is the first of its kind to use such advanced ingredients in a chewing gum. The ingredients are already a perminant fixture in the dental industry but have yet to be used to such an extent in a chewing gum. The company has budgeted over 100 million Baht for the marketing campaign of the new product and will use 50% of it in below the line advertising and the other 50 million in other activities throughout the country. For the advertising campaign, Wrigley has decided to partner with Khun Pat Nabapa Tontrakun, to present the brand to the kingdom. Already a star and a well known actress across the region, Wrigley has decided to ask Khun Pat to be its brand presenter because of her confident and assured personality that many young professional admire. She will be present at different activities throughout the country to help present this new product to the public. “Khun Pat is a star whom has consistently produced great works for the entertainment industry. She is admired throughout the region and her image is the image Wrigley would like to associate their new product with. She has a strong character and is a confident working professional which many people strive to be like. Everyday of her life is a busy and hectic but she is able to keep herself composed and keep everything going smoothly. For example, every time she finishes her meal, she will just use the Extra Professional chewing gum to give her the confidence she needs and to keep her breath fresh.Welcoming Extra Professional with open arms Mr. Pablo De Abadal, senior marketing advisor for Sino-Pacific Trading Thailand Limited is the importer and distributor of the Wrigley Extra Professional Chewing gum. He has recently announced that industry still has much room to grow especially with the sugar free gum that has much dental benefits and oral care. Presently, this sector is responsible for 17% of the market which totals over 2.5 billion baht. The regular chewing gum with is only for freshening the breath is still a strong product and has a market share of over 56% percent. The only type of chewing gum that has seen a drop in the market share is the type that only emphasizes on color and packaging. This sector has dropped to only 27% of the market share. Overall, it is expected that the total industry growth for this year will increase by 5% and 7% for sugar free gum. With a strong product like the Extra Professional chewing gum, it is expected that Wrigley will be able to control over 25% of the market share in this sector, and increase from the previous 16%. The Extra Chewing gum range has been now introduced in Thailand for 3 years and consists of 3 different types. The first is the Extra Xylitol, which is flavored with Mint and Strawberry. This gum helps to stop cavities from forming in the teeth. The second is the Extra White mint which helps to clean your teeth, leaving u with the freshest breath. The third is the Extra Professional which leaves your mouth as if you have just brushed your teeth. The introduction of this range has boost Wrigley’s market share by another 20%. For the new Extra Professional Chewing gum, it will be priced at 15 baht for the individual packets. The ziplock package will cost at 20 baht and the bottle will cost 55 baht. The target consumer group is the young professionals whom take great care in their well being and overall health. Contact for information Jeeranan Limpapas 081-850-8837 / jeeda_pr@hotmail.com