Mars Wrigley is continuing to keep gum top of mind and further grow the brand penetration for EXTRA with the launch of two new fruity gum flavours, Apple and Blueberry. With Apple being the most popular fruit in the UK, and Blueberry a leading flavour for confectionery,[1] these variants are the perfect next additions to the flavour range joining EXTRA Strawberry and EXTRA Refreshers Tropical. EXTRA Apple and EXTRA Blueberry are now available in grocery and impulse across the UK.

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. This means that in addition to mint-flavoured gum, fruit flavours are also must stocks for retailer

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[2]. 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, says: “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

[1] New Flavours data – Kantar 52 w/e 16 May 2021, Total Fruity Confectionery

[2] Kantar World Panel- TGI sourcing UK

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