Mars Wrigley has launched its new EXTRA® Refreshers Watermelon Raspberry flavour into the market, backed by a huge marketing campaign that aims to drive excitement and recruit new shoppers into the category. The new sugarfree flavour will land nationwide in retail at the end of February and is the first of its kind on the market.
The launch of Refreshers Watermelon Raspberry flavour is in response to the continued growth in popularity of fruity flavours, with flavour combinations set to take centre stage this year. In fact, when it comes to the brand, EXTRA® Refreshers has grown +39% in value in the last two years1, over indexing with younger shoppers2. A third of these shoppers are unique to the brand, meaning they exclusively buy Refreshers gum3.
With 73% of shoppers agreeing that Watermelon Raspberry is a unique flavour and 69% saying that they would purchase it4, retailers are presented with an attractive revenue opportunity. This new launch demonstrates the brands commitment to innovation, leadership, and penetration, bringing new consumers into the category.
Lucy Sherlock, Senior Brand Manager, EXTRA®, comments: “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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Joseph Clarke
Editor, International Confectionery
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Email: editor@in-confectionery.com
