Mars Wrigley is launching EXTRA® Refreshers in a highly anticipated bottle format and tropical flavour to tap into an expanding range of new consumer chewing occasions.
Following the launch of EXTRA® Refreshers singles back in 2020, which were available in Peppermint, Spearmint and Bubblemint, the launch of EXTRA® Refreshers in the popular bottle format aims to ensure that consumers have access to their favourite gum whatever the occasion, at home or on the go. Mars Wrigley is also expanding the Refreshers portfolio with a new Tropical flavour to capitalise on the popularity of tropical flavour profiles with younger consumers. Nearly 50% of gum consumption comes from Gen Z, especially fruity gum which over indexes with under 25-year olds and is 51% incremental to the category[1].
In many markets, chewing gum for fun is a much-loved ritual, and with recent studies revealing 42% of gum consumers said their top reason for chewing gum was to feel relaxed, now is the perfect time to maximise on this new occasion in the UK market. EXTRA® Refreshers is set to drive penetration through fruity flavours and will enable a better gum experience through its softer chew.
Available from April 2021, EXTRA® Refreshers bottle launches at £2.19 RRP in three flavours, Peppermint, Spearmint and new Tropical flavour which also launches in a single pack of 7 pieces at £0.59 RRP. The launch of EXTRA® Refreshers bottle and Tropical flavour will be supported by in-store and multimedia campaigns featuring in-store displays and bold POS, as well as comprehensive consumer online activation. Additionally, pre-filled counter-top units will be available through selected wholesalers.
Sasha Storey, Senior Brand Manager, EXTRA® at Mars Wrigley, says — “As we have seen, consumer habits evolve constantly, and format can play a key role in these changes. Whilst individual packs remain essential lines for stores of all sizes, the larger bottle format is set to be one of the bestselling formats of the year. Gum bottle will be driving the growth in 2021 with +1.7% projected growth so we recommend it is stocked alongside core single packs for maximum sales success. Flavours are also set to grow especially as we head into summer so it is very fitting for us to launch bottles with a new tropical flavour and we cannot wait to see the response from shoppers”.
[1] Kantar World Panel – TGI sourcing UK
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