European brand consultancy LFH has created the branding and packaging for new Xylimax Flow chewing gum from Fazer, Finland’s largest confectionery business. New Xylimax Flow is a fresh fruity flavoured full xylitol chewing gum with sequentially released fruit when first chewed and a refreshing mint flavour at the end. It comes in two variants both with a menthol finish—lime and cactus, and raspberry and peach. The new chewing gum will be sold in 25g bags. LFH was appointed on the strength of the agency’s previous work with Fazer, following their appointment as the company’s brand consultancy in 2009.

Xylimax Flow is an extremely innovative chewing gum and is being launched to build market share, where Xylimax is currently seen as a challenger brand.  It has two key advantages which the company believes will ensure its success: Xylimax is the only brand that uses 100% Xylitol across its entire range. Xylitol is a unique product that helps keep teeth healthy by neutralising plaque acids after eating and re-mineralises tooth enamel which helps to prevent cavities. The benefits of Xylitol are well known in Finland and it is part of the daily eating habits for Finns over the past 30 years. Secondly, it is the only chewing gum offering the unexpected and fun fruit and menthol taste experience with full xylitol benefit. Unlike taste combination chewing gums (e.g. lemon and lime where you get the taste together), you can actually taste the three different flavours one after another as you chew.

Annukka Storm, brand manager at Fazer says, “We asked LFH to create a design which communicates the exhilarating mouth sensation experience that Xylimax Flow gives you.  They have come up with an uncompromising design which more than meets our objectives and will position the new gum strongly in the market. I have nothing but praise for their creativity which communicates how innovative Xylimax Flow is, bringing a new and unique experience to consumers. The starting point for LFH’s design solution is Fazer’s key point of differences—100% Xylitol and the sequential flavour release. The new packaging aims to communicate Xylimax’s fresh and natural flavouring whilst conveying the brand’s dental attributes.  The design illustrates that each flavour is released after a short interval and finishes on a long menthol burst.”

Steve Irvine, LFH’s Creative Director says, “The brand strategy encompasses a complicated communications hierarchy including dental, ultimate freshness, naturalness and finally the fruit taste.  The design we have created will clearly convey Xylimax’s key benefits and convey to the consumer the sensational flavour experience they will enjoy.”