Mars Wrigley has extended its Extra portfolio with the launch of two new fruity gum flavours, Apple and Blueberry, both available now.
Fruity gum continues to recruit consumers to the segment with 25% of Extra Refreshers shoppers, for example, being new to the category in 2021. Fruity gum sales now account for more than one-quarter of gum market value in the UK.
Nearly 50% of gum consumption comes from Gen Z, with fruit-flavoured gum over indexing with under 25-year-olds and is 51% incremental to the segment. Mars Wrigley says Extra Apple and Extra Blueberry will continue to appeal to this demographic, helping to recruit the next generation of gum consumers to the category.
Sasha Storey, Senior Brand Manager, Extra, at Mars Wrigley, commented: “Following the successful launch of Extra Refreshers, we are excited to add to our fruity flavour range with Apple and Blueberry. These two popular flavours are set to continue to grow gum penetration in the UK by recruiting new consumers to the segment. We will be supporting retail partners with colourful POS to drive awareness and trial of Apple and Blueberry.”
For more information on the Mars Wrigley gum portfolio and retailer advice, please visit availabilityintoaction.co.uk.
