• Forbes, Thursday, March 15, 2007 11:46 AM

Wm. Wrigley Jr. Co. will launch a new sugarless gum this summer called "5" for the five senses. It will be Wrigley's first new gum since it debuted sugar-free Orbit--the nation's fastest-growing gum brand--in 2001.

5 is a stick gum that will be sold in a sleek envelope designed to attract teens and young adults--about one-third of the nation's gum chewers--with features such as etching that glows under black light. It will be available in North America in three flavors: "Rain," "Cobalt" and "Flare." A 15-stick pack will sell for $1.49.

Unlike Wrigley's other products, 5 is designed to give chewers a brief, but intense, oral sensation. Mint will cool or tingle; cinnamon will warm. The Chicago-based company also announced yesterday that it is raising prices about 10% in June.

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