Perfetti Van Melle has broadened its Chupa Chups Big Babol chewing gum range with the launch of a Green Apple variety.

The new flavour is available in a pack of six pieces of individually wrapped gum, at an RRP of 55p. Its launch comes as Big Babol is currently the second-highest-performing brand in the bubblegum category, according to Circana Unify figures.

Perfetti Van Melle targets young shoppers with Mentos Sour Gum

Kim McMahon, brand manager at Chupa Chups, said: “Fuelling those all-important moments of joy, the expansion of our Big Babol portfolio to include Green Apple launches as shoppers are looking for more excitement from their favourite lollipop brand. Retailers and consumers alike have been clamouring for innovative flavours, with apple-flavoured gum a popular trend, growing 595% vs last year, and we’ve listened!

“As Chupa Chups continues to go from strength to strength, with Big Babol Gum currently occupying a 10% share of the kids gum category and growing at a rapid rate of 51% year on year, there’s never been a better time for retailers to stock up and invest.”

Read more product news