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Mars Wrigley expands portfolio with Orbit and Doublemint in Rupee 1 category

The portfolio expansion is part of the company’s regionalisation strategy to penetrate smaller markets

Mars Wrigley has announced the launch of a new price variant of Doublemint and Orbit at Rupee one. This is a significant step towards strengthening the company’s India portfolio by increased category penetration with brands that are loved by consumers across the country.

The new price variants aim to widen the presence in the freshness category. With this launch, Doublemint will now be available across various price points – from Re 1 to  Rs 100 and Orbit at price points of Re 1 to  Rs 150. The variants have been launched with the aim of providing more options to the consumers in terms of price points and consumption occasions.

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Kalpesh R Parmar, General Manager, Mars Wrigley, India, said, “As a part of our regionalisation strategy and our continued effort to expand our portfolio, our aim has been to make our products accessible to one and all. With the new Doublemint and Orbit variants at Re 1, we are not only strengthening our connection with our consumers by offering a variety of choices of their favourite products but also expanding our reach to the rural audience.”

“Over the years, our consumers have loved Doublemint in its many formats – mints, gums, and Chewy mints, Orbit for its many diverse flavours and its benefits of being a sugar-free gum. The launch of the new price variant demonstrates our commitment to constantly bring better experiences and products for our consumers,” he added.

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Doublemint’s new variant in a ‘one-rupee chota pack’ has been creatively woven in to create a music video with singer Shaan lending his voice alongside composer Gaurav Dagaonkar. Social media star Vishal Pandey and Sonarika Bhadoria, best known for playing roles in South movies and Goddess Parvati in TV show, Devon ke Dev..Mahadev have been paired for the song.

You can view the music video here.

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