Mars Wrigley has launched Extra Sugarfree Watermelon, in response to sustained growth within the Fruity Gum subcategory.
Backed by a £2.1m media spend supporting the total fruit range including Refreshers, the launch marks the brand’s first-ever Watermelon flavour.
Over-indexing with millennials and Gen Z audiences, Fruity Gum is the fastest-growing gum segment, with a 25% increased rate of sale. A third of Fruity Gum shoppers only buy Fruity Gum, and 70% of Fruity Gum growth has been incremental to the wider Gum category.
Lucy Sherlock, Senior Brand Manager for 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.”
Extra Sugarfree Watermelon Bottle (RSP £2.75) and Single packs (RSP 65p) are available now following an exclusive launch into Tesco last year.
