Mars Wrigley launches new Extra Refreshers Fruity Flavour

Mars Wrigley has continued to innovate its gum offering with the launch of Sugar Free Extra Refreshers Strawberry Lemon, an exciting new fruity gum flavour set to entice new consumers to the category.

The new flavour is based on key consumer insights that show strawberry is the most popular flavour within fruity confectionery, accounting for four in five fruit NPD. It is also the flavour responsible for the most category-wide repeat purchases. Combining strawberry with a lemon twist, the No 1 and No 2 flavours for consumer loyalty, represents a refreshing move to innovate the fixture and excite new shoppers.

“New shoppers account for more than 80 per cent of fruit gum growth and at present, fruit gum is growing faster than mint, with 23 per cent growth year on year,” said Hannah Lee, Senior Brand Manager, Extra. “The launch of Strawberry Lemon Refreshers is a response to this rapid growth, combining two flavour favourites for a taste of something new.

“Innovation is key as we continue to lead the way in the category as the UK’s #1 gum brand, worth £201m CSV. Given the number one reason for purchasing fruit gum is for ‘fun’, this mouth-watering flavour combination is bound to attract new consumers to the Extra experience.

"This flavour represents a move by us, the chewing gum category leader, to marry consumer desire with innovative fruity NPD and deliver truly on-trend flavours. We’re confident this launch will excite the younger consumer, who we know over-index with fruity variants.”

The fruity gum will be available in stores nationwide from early summer with an RRP of £0.65 for a single pack and £2.75 for a bottle.