Mars Wrigley launches new Extra Refreshers flavour backed by £4.5m marketing spend

Mars Wrigley has launched its new EXTRA Refreshers Watermelon Raspberry flavour into the market, backed by a huge marketing campaign that aims to drive excitement and recruit new shoppers into the category. The new sugar-free flavour will land nationwide in retail at the end of February and is the first of its kind on the market.

The launch of Refreshers Watermelon Raspberry flavour is in response to the continued growth in popularity of fruity flavours, with flavour combinations set to take centre stage this year. In fact, when it comes to the brand, EXTRA Refreshers has grown +39 per cent in value in the last two years, over indexing with younger shoppers. A third of these shoppers are unique to the brand, meaning they exclusively buy Refreshers gum.

With 73 per cent of shoppers agreeing that Watermelon Raspberry is a unique flavour and 69 per cent saying that they would purchase it, retailers are presented with an attractive revenue opportunity. This new launch demonstrates the brands commitment to innovation, leadership, and penetration, bringing new consumers into the category.

“The launch of EXTRA Refreshers Watermelon Raspberry is backed by a national campaign that includes sampling to one million consumers, partnerships with influencers and our biggest ever WIN!” said Lucy Sherlock, Senior Brand Manager, EXTRA. “Activation. Shoppers will have the chance to win trainers inspired by the colours of fruity flavours and in collaboration with custom shoe designer MattB Customs. This is part of a wider media investment into the Mars Wrigley fruit gum portfolio this year alone and sets the tone for how we want to drive the market forward.

“Our ambition is to help drive the gum category by tapping into the opportunity presented by the rise in popularity of fruity flavours through Refreshers; a relatively untapped brand that presents huge growth opportunities. The launch of such an exciting and innovative trend-led flavour will go some way to delivering on that ambition.”

EXTRA Refreshers Watermelon Raspberry Bottle and Single packs are currently rolling out nationwide.