Extra Refreshers launches Watermelon Raspberry variety

• Product: Extra Refreshers Watermelon Raspberry
• Supplier: Mars Wrigley
• RRP: £2.50
• Available: now

Mars Wrigley has added a Watermelon Raspberry variety to its Extra Refreshers range, which it is backing with a major marketing push.

The new variety is rolling out nationwide now in bottle and single packs. One major wholesaler lists it with a £2.50 RRP, offering retailers a 12.1% PoR.

Its launch is in response to the continued growth of fruity flavours in gum. Extra Refreshers has grown in value by 39% in the past two years, over-indexing with younger shoppers. One third of these are unique to the brand, meaning they only buy Extra Refreshers.

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In consumer testing, 73% of shoppers agreed the new flavour was unique and 69% said they would purchase it.

Lucy Sherlock, senior brand manager at Extra, said: “The launch of Extra Refreshers Watermelon Raspberry is backed by a national campaign that includes sampling to one million consumers, partnerships with influencers and our biggest ever ‘Win!’ activation. Shoppers will have the the chance to win trainers inspired by the colours of fruity flavours and in collaboration with custom shoe designer MattB Customs. 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.  

“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. The launch of such an exciting and innovative trend-led flavour will go some way to delivering on that ambition.”  

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