Mars Wrigley launches Extra Refreshers PMPs exclusive to c-channel

Mars Wrigley has launched two new Extra Refreshers price marked packs (PMPs), perfectly suited to the convenience channel. The Tropical and Bubblemint flavour PMPs are now available in 30-piece bottles and soft chew format, providing retailers with an additional opportunity to drive gum sales.

The gum category is currently growing at a rate of +4.9 per cent year on year (value), demonstrating the revenue opportunity1. The new PMPs support this by enabling convenience retailers to maximise the Extra Refreshers sales in the channel – 90 per cent of shoppers haven’t tried Refreshers and yet 70 per cent of all Refreshers fruit volume is incremental to the category. Additionally, fruit gum is the fastest growing segment in the category and is growing faster than the wider category with value growth of 8.9 per cent.

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“The benefits of PMPs are well known – they offer a quick price comparison and can capture the impulse shopper’s attention to drive retailers’ incremental sales,” said Ross Ripamonti, Gum Brand Director at Mars Wrigley. “Our new PMPs deliver on this by providing trending flavours that communicate value to the shopper.

“This is a hugely exciting time for the category and the Extra Refreshers brand. This year, we are putting a multimillion media investment behind our fruit gum range, including Extra Refreshers PMPs, to bring the product benefits to life and support sales within the convenience channel.”

The Extra Refreshers PMP bottles are now available in wholesalers nationwide with an RRP of £2.50.