• Brandweek, Tuesday, May 23, 2006 12:02 PM

Chewing gum and candy marketer Wm. Wrigley Jr. is expanding and diversifying its product portfolio. This summer two of the company's brands, Life Savers and Altoids, will get more flavors as well as a more focused sales pitch. Both brands are relatively new for Wrigley--they were acquired in 2005 from Kraft Foods. Plans call for Life Savers to be available this July in orange mint and sweet mint while new products include Creme Savers Desserts (including cinnamon bun and strawberry cheesecake) and Life Savers Gummies Fruit Splosions. Altoids will get more flavor and package extensions to try to boost its presence. "Altoids reached its zenith with Kraft," said a convenience store wholesaler, who related he'll probably stick with the "curiously strong" brand's core mint flavors. "It's been flat or declining, so I'm not going to take that bait."

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