Mars Wrigley has launched Extra Plus, a new premium gum range designed to support modern lifestyles and everyday moments.
The six-SKU range features three flavours: Watermelon Chill with added niacin (vitamin B3), Peppermint Hydro with a Quadra Blend to help keep the mouth feeling refreshed, and Spearmint Deep Clean containing xylitol and a mint scrub to help reduce surface tooth stains when used alongside normal tooth brushing. The range is available in single and bottle formats, and is sugar free and HFSS compliant.
The launch builds on Extra’s ‘Chew Good’ global brand platform, introduced in 2024 to reposition gum as an everyday companion that offers a moment of pause in busy routines. Extra Plus is aimed at recruiting younger shoppers; under-30s are more likely to chew gum as a small daily ritual rather than purely for breath freshness.
The launch will be supported by Extra’s biggest-ever media investment for NPD.
