Extra Minis: Wrigley’s new small chew

Wrigley's Extra Minis

Mars Wrigley Confectionery has launched new Extra Minis Handyboxes, smaller pellets which allow consumers to “choose their chew” with as many or as few pellets as they like.

Extra Minis is available now in Peppermint and Spearmint flavours, in a 48-piece handybox format at £1 RSP.

Recently launched Starburst Gum also joins the handybox line-up.

The new product is available to discounters, wholesalers and independent stores, with flat pack and refill units available. The launch also includes an in-depot activation with additional support from Avansa.

Consumers can expect to see Extra on air for 28 weeks this year, as well as new digital media, while Starburst Gum launches its new ad campaign, ‘The Juicy Goose from Belarus’.

Claire Domoney, Extra Marketing Manager at Mars Wrigley Confectionery UK, commented: “We are extremely excited to start injecting fun back into the gum category with the launch of new Extra Minis Handyboxes.

“With the new 48-piece handybox format of Extra Minis, we hope to help establish a new opportunity of enjoyment for younger generations: fun smaller pellets in our bestselling Peppermint and Spearmint flavours, alongside the fruity flavours of new Starburst gum.”

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