Mars Wrigley has launched Extra Refreshers in a bottle format and tropical flavour, available now, to help retailers target on-the-go and at-home occasions.

The new bottle format is available in peppermint, spearmint and tropical and has an RRP of £2.19, and tropical is also available in a single pack of seven pieces, with an RRP of 59p.

The launched will be supported with a multimedia campaign, in-store displays and PoS, with pre-filled counter-tops available through selected wholesalers.

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Sasha Storey, senior brand manager for Extra at Mars Wrigley, said: “Nearly 50% of gum consumption comes from Gen Z, especially fruity gum, which over indexes with under 25-year-olds and is 51% incremental to the category.

“In many markets, chewing gum for fun is a much-loved ritual, and with recent studies revealing 42% of gum consumers said their top reason for chewing gum was to feel relaxed, now is the perfect time to maximise on this new occasion in the UK market.

“Consumer habits evolve constantly, and format can play a key role in this. While individual packs remain essential for stores of all sizes, the larger bottle format is set to be one of the bestselling formats of the year. Gum bottles will be driving growth in 2021 with 1.7% projected growth, so we recommend they are stocked alongside core single packs to drive sales.”  

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