CHICAGO - Wrigley announced earlier this week the launch of a program that allows consumers to create and purchase personalized Extra sugar-free gum packs featuring their photos and designs.

The MyExtra program website allows visitors to upload their photos and designs, a first-ever custom-packaging offer for the chewing gum company.

"Not only is MyExtra an exciting innovation as Wrigley's first ever custom-packaging offer, but it also allows us to help fans of Extra gum celebrate and share important moments in their lives, whether they are creating gifts, favors or personal keepsakes," said Julie Goldman, managing director of Wrigley Global Upstream Innovation.

The ordering process at myextragum.com includes choosing a specific theme and template, and then personalizing the pack with a message and photo. During the ordering process, people can also share their design with others in a public gallery.

The customized packs contain 15 sticks of Extra sugar-free gum and cost $4.99 each. They are available in Extra peppermint, Spearmint and Sweet Watermelon.

For more on the chewing gum category, see "Chew On This" in the March 2011 issue of NACS Magazine.