Leading gum brand EXTRA® is going beyond fresh breath with its launch of EXTRA® PLUS, a premium gum range with new ingredients, designed to support modern lifestyles and everyday intentions. With a lineup of trending and classic flavours, EXTRA® PLUS is bringing a new chewing experience to the category.
The range of six SKUs will launch nationally to convenience retailers from 20th April 2026.
The range consists of three flavours:
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EXTRA® PLUS Chill in Watermelon flavour, with Niacin (Vitamin B3) which contributes to normal psychological function.
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EXTRA® PLUS Hydro in Peppermint flavour, with Quadro Blend to help keep the mouth feeling refreshed.
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EXTRA® PLUS Deep Clean in Spearmint flavour, with Xylitol and Mint Scrub helps the mouth to feel clean and can help to reduce surface tooth stains after 12 weeks (in conjunction to normal tooth brushing).
EXTRA® PLUS is available in single and bottle format and is sugar free and HFSS compliant.
The innovative unveiling follows EXTRA®’s launch of the ‘Chew Good’ global brand platform in 2024, repositioning gum as an everyday chewing companion that delivers a refreshing and unconventional ‘me moment’ for consumers in an increasingly busy world.
The launch of EXTRA® PLUS continues to drive this category reappraisal. The range is aimed at the next generation of chewers; with data showing that those under 30 are more likely to chew gum as a small, everyday ritual, and a moment of pause within busy daily routines1.
“Today’s under 30s are living in an increasingly busy world, navigating daily pressures of work, study and social media, all while trying to make their mark and enjoy life,” said Lucy Sherlock, UK Senior Brand Manager, EXTRA®. “With EXTRA® PLUS we’re giving consumers a product with new ingredients to help them press pause and enjoy some me time.
Sherlock continued: “EXTRA® PLUS is a strategic innovation of added ingredients gum that will recruit a younger audience to futureproof the category and increase household penetration, where we know there is significant headroom to grow. The new range gives consumers more reasons to chew that go beyond maintaining fresh breath, enabling us to broaden consumption occasions”.
The launch will be supported by EXTRA®’s biggest ever media investment for an innovation with the aim of converting more under-30s to the category.
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