Mars Wrigley has added a Sugar Free Extra Refreshers Strawberry Lemon variant to its chewing gum range.
The new flavour is based on consumer insights that show strawberry is the most popular flavour within fruity confectionary, accounting for four in five fruit NPD. It is also the flavour responsible for the most category-wide repeat purchases.
Hannah Lee, senior brand manager, Extra, commented: “New shoppers account for more than 80% of fruit gum growth and at present, fruit gum is growing faster than mint, with 23% growth year on year. The launch of Strawberry Lemon Refreshers is a response to this rapid growth, combining two flavour favourites for a taste of something new.
“Innovation is key as we continue to lead the way in the category as the UK’s #1 gum brand, worth £201m CSV. Given the number one reason for purchasing fruit gum is for ‘fun’, this mouth-watering flavour combination is bound to attract new consumers to the Extra experience.
“This flavour represents a move by us, the chewing gum category leader, to marry consumer desire with innovative fruity NPD and deliver truly on-trend flavours. We’re confident this launch will excite the younger consumer, who we know over-index with fruity variants.”
The fruity gum will be available with an RRP of £0.65 for a single pack and £2.75 for a bottle.
