Skip to content
Search
AI Powered
Latest Stories

Mars Wrigley launches tropical, adds bottles to EXTRA Refreshers

Mars Wrigley launches tropical, adds bottles to EXTRA Refreshers

Following the launch of EXTRA Refreshers singles in 2020, which were available in Peppermint, Spearmint and Bubblemint, the launch of EXTRA Refreshers in the popular bottle format aims to ensure that consumers have access to their favourite gum whatever the occasion, at home or on the go. Mars Wrigley is also expanding the Refreshers portfolio with a new Tropical flavour to capitalise on the popularity of tropical flavour profiles with younger consumers. Nearly 50 per cent of gum consumption comes from Gen Z, especially fruity gum which over indexes with under 25-year olds and is 51 per cent incremental to the category.

In many markets, chewing gum for fun is a much-loved ritual, and with recent studies revealing 42 per cent of gum consumers said their top reason for chewing gum was to feel relaxed, now is the perfect time to maximise this new occasion in the UK market. EXTRA Refreshers is set to drive penetration through fruity flavours and will enable a better gum experience through its softer chew.


Available from April 2021, EXTRA Refreshers bottle launches at £2.19 RRP in three flavours, Peppermint, Spearmint and new Tropical flavour which also launches in a single pack of seven pieces at £0.59 RRP. The launch of EXTRA Refreshers bottle and Tropical flavour will be supported by in-store and multimedia campaigns featuring in-store displays and bold POS, as well as comprehensive consumer online activation. Additionally, pre-filled counter-top units will be available through selected wholesalers.

“As we have seen, consumer habits evolve constantly, and format can play a key role in these changes," says Sasha Storey, Senior Brand Manager, EXTRA, at Mars Wrigley. "Whilst individual packs remain essential lines for stores of all sizes, the larger bottle format is set to be one of the bestselling formats of the year. Gum bottle will be driving the growth in 2021 with +1.7 per cent projected growth, so we recommend it is stocked alongside core single packs for maximum sales success. Flavours are also set to grow — especially as we head into summer — so it is very fitting for us to launch bottles with a new tropical flavour and we cannot wait to see the response from shoppers.”

More for you

ADRIATICO limited edition expression with Planteray Rum

ADRIATICO limited edition expression with Planteray Rum

ADRIATICO is once again disrupting the amaretto category by expanding its portfolio, this time in the world of rum. ADRIATICO Amaretto today announces the launch of ADRIATICO Roasted Amaretto Planteray Rum Cask, a new limited edition amaretto made up of only 2,600 bottles, in collaboration with the prestigious rum producer.

This is the fourth limited edition ADRIATICO Amaretto release following the successful Heaven Hill Bourbon Cask, Caroni Rum Cask and Bonollo Grappa Cask expressions. The new limited edition expression ages ADRIATICO Roasted Amaretto for eight months in ex-Planteray Fijian Rum casks, creating an intense amaretto with nuances of classic rum flavours.

Keep ReadingShow less
Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s has unveiled its new ATL campaign, “Mix It Up”. The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.

Mix It Up is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert. With 36 per cent of drinkers currently pacing their consumption with soft drinks and 49 per cent of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.

Keep ReadingShow less
Jameson teams up with Admiral, for a tracksuit modelled by Kyle Jameson

Jameson teams up with Admiral, for a tracksuit modelled by Kyle Jameson

Irish Whiskey brand Jameson has been the English Football League's (EFL) main spirits sponsor for two seasons and is deeply entrenched in all aspects of the league, including player sponsorships. It has now signed up with Admiral to celebrate both brands' association with the beautiful game. They have worked closely together to create a full retro-inspired tracksuit in Jameson’s signature green, featuring key elements from Admiral’s world-famous designs for team performance wear, to create a slouchy royal green trackie ready prepped for pubs, presents, party games and freezing cold five-a-sides this Christmas.

Jameson shares a history rich with the beautiful game, so teaming up with an iconic heritage brand like Admiral felt like a natural fit, with the results speaking for themselves,” said Josh McCarthy, Brand Director for Pernod Ricard UK. “A classic tracksuit, from two classic brands, to look sharp after the match when buying your mates a round of Jameson, Ginger and Lime. Nostalgia is everywhere at the moment and growing up in Leicester, there was no shortage of Admiral tops in the park and at the local football clubs.”

Keep ReadingShow less
Customer design takes centre stage on new Rizla limited-edition paper

Customer design takes centre stage on new Rizla limited-edition paper

An eye-catching design created by a customer is bringing a unique appeal to a new limited-edition range of king-size slim papers from the iconic Rizla brand.

The Super Thin Silver papers from the UK’s favourite rolling papers brand* come in three exciting and colourful designs, which form a complete image when placed together.

Keep ReadingShow less
WKD X expands range and unveils first-ever ad campaign

WKD X expands range and unveils first-ever ad campaign

WKD X, the caffeine-containing 7% ABV innovative sub-brand from the leading RTD, is building on the strong successes achieved since its 2022 launch with the introduction of two additional flavour variants and its first dedicated media campaign.

Drawing its inspiration from the energy drinks category, WKD X variants contain caffeine, guarana and taurine, and compete in the fast-growing ‘enhanced RTD’ segment of the overall alcoholic ready-to-drink category.

Keep ReadingShow less