Wrigley has come up with a bright new idea to boost chewing gum sales.

The entire 5Gum portfolio has been refreshed, with new packaging, a more intense taste, and the launch of a new flavour – Glare.

Rolling out now, 5Gum Glare is a blueberry, acai and pomegranate flavour gum, which sits alongside other 5Gum variants, including Turbulence and Pulse.

The revamp and launch of the new variant will be supported through 5Gum’s £4m marketing campaign, which includes TV advertising.

Katie Codd, 5Gum brand manager at Wrigley, said: “Recognising the current trend of berry flavours and the popularity they have among consumers, 5Gum Glare will continue to offer a full flavour experience.

“We expect this launch to drive category and brand growth, while pleasing loyal consumers as well as enticing new chewers.”

The launch

• 5Gum Glare
• Format: 7-stick pack
• RRP: 59p