Mars Wrigley is launching EXTRA® Refreshers, a multi-sensorial chewing experience aimed at delivering incremental sales to the gum category. Tapping into a new dimension in chewing gum, EXTRA® Refreshers combines a thin shell and a soft chew, to offer longer lasting flavour than ever before.

Across a range of categories, consumers continue to search for innovative formats and new tastes. The launch of EXTRA® Refreshers aims to help re-ignite the enjoyment of gum for the UK consumer and drive category growth and awareness of NPD through highlighting this unique ‘refreshment’ product.

Available from February 2020, EXTRA® Refreshers launches in three flavours, Peppermint, Spearmint and Bubblemint, in Single packs of 7 pieces at £0.59 RRP.

EXTRA® Refreshers is available to retailers, wholesalers, traditional independent stores and petrol forecourts, with pre-filled counter-top units available to purchase in cash and carries. The launch of EXTRA® Refreshers will be supported by in-store and multimedia activation featuring in-store displays and bold POS, as well as comprehensive online activity.

Dan Newell, Portfolio Director at Mars Wrigley, says — “We are extremely excited to offer a product that will inject the ‘cool’ back into the UK gum category with the launch of our pioneering EXTRA® Refreshers. Our new range, with its differentiated packaging and long-lasting taste, aims to offer consumers a fuller, more intense gum-chewing experience. The launch will also help to ‘recharge’ and ‘refresh’ the category as a whole.”

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