Mars Wrigley launches new Extra Sugarfree Watermelon

Mars Wrigley has launched a new gum innovation nationwide, Extra Sugarfree Watermelon, in response to sustained growth within Fruity Gum.

Backed by a £2.1 million campaign media spend supporting the total fruit range including Refreshers, this is the brand’s first-ever Watermelon flavour, demonstrating its commitment to innovation, leadership, and penetration, bringing new consumers into the category.

Over-indexing with millennials and Gen Z audiences, Fruity Gum is the fastest-growing gum segment with a 25 per cent increased rate of sale. A third of Fruity Gum shoppers only buy Fruity Gum, and 70 per cent of Fruity Gum growth has been incremental to the Gum category.

“Our new Watermelon flavour is a bold new addition to our Fruity Gum range, arriving at a time when consumer demand for fruit flavour gum is enjoying a growth period,” Lucy Sherlock, senior brand manager, Extra, commented.

“We've observed a surge in the popularity of Fruity Gum, now the fastest growing gum segment. Watermelon is our strategic response to this trend, meeting current consumer preferences whilst attracting a new, younger audience with an expanded range of fruity flavours.

“We’re supporting the launch with a new national campaign giving shoppers a chance to win mood-boosting breaks when they vote for their favourite fruity flavour. This includes a media spend of over £2.1m, so stock up for spring sales now.”

Extra Sugarfree Watermelon Bottle (RRP £2.75) and Single packs (RRP £0.65) are currently rolling out nationwide following its exclusive launch into Tesco last year.