Wrigley has a new 'minty' surprise for India

American chewing gum legend, Wrigley, a subsidiary of Mars Inc., has launched Doublemint Mints, a sugar-free product in the country. With the new launch, the company is entering the freshening space in India, a segment it rules globally.

India is the first country to have launched this version of Doublemint Mints, which are available in two flavors - peppermint and spearmint - and are priced at Rs.10 for a 15-piece-product. The company will start launching the product in key metro cities, starting off with Bengaluru.

The company developed the mints at its R&D centre in its Bengaluru plant, but will be producing the same at its facility in Baddi, Himachal Pradesh. It took them over nine months to bring the sugar-free product to the table.

Speaking at the launch, MV Natarajan, managing director, Wrigley India said, "Breath freshening is a fundamental need of confident living. In today's life, people spend most of their time outside home, and on-the-go freshness is all they crave for - it gives them the confidence to make a good impression on others, and lets them feel more welcome in social interactions. Wrigley India's Doublemint Mints is the perfect solution for on-the-go freshness - the sugar free Mints offer an instant freshening effect and its sleek and cool pack ensures on-the-go benefit. With Doublemint Mints, our consumers are sure to feel more confident to participate in life and make connections. This is for the first time that Doublemint® will be entering a non-gum segment in India, a segment that is globally the fastest growing. We at Wrigley are very excited about this launch and are positive that our consumers will love Doublemint Mints."

Image credit: Indiatimes