Mars Wrigley has added to its Extra gum range with the launch of sugar-free Extra Refreshers Strawberry Lemon.

The supplier has launched the new flavour off the back of research showing that strawberry is the most popular flavour within fruity confectionery, accounting for four in five fruit new launches.

Strawberry flavours are also responsible for the most category-wide repeat purchases, while lemon is the number-two flavour for consumer loyalty.

Extra Refreshers Strawberry Lemon will be available from “early summer” with an RRP of 65p for a single pack and £2.75 for a bottle.

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Hannah Lee, senior brand manager at Extra, said: “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 number-one gum brand, worth £201m. 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.

“We’re confident this launch will excite the younger consumer, who we know over-index with fruity variants.”

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