Mars Wrigley has expanded its Extra Refreshers range with a Watermelon Raspberry variant, backed by a £4.5m marketing campaign.
The new, sugar-free gum will launch nationwide at the end of February in seven- and 30-piece packs.
Claimed to be the “first” of its kind on the market, it was developed in response to the continued growth in popularity of fruity flavours, said Mars Wrigley. The confectionery giant predicts flavour combinations will take centre stage this year.
“Our ambition is to help drive the gum category by tapping into the opportunity presented by the rise in popularity of fruity flavours through Refreshers; a relatively untapped brand that presents huge growth opportunities,” said Lucy Sherlock, senior brand manager for Extra.
The launch is being backed by a national campaign that includes sampling to one million consumers, partnerships with influencers and a promotion offering shoppers the chance to win custom trainers from shoe designer MattB, inspired by Extra Refreshers’ fruity flavours.
“This is part of a wider media investment into the Mars Wrigley fruit gum portfolio this year alone and sets the tone for how we want to drive the market forward,” added Sherlock.
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