“For almost 40 years, Extra gum has been committed to providing long lasting flavor that gum chewers crave. Given how fast soft chew is growing1 and with Extra as the No. 1 gum brand in the U.S., this new innovation is poised to become one of the most popular items in the confections aisle and a key driver for category growth. Consumers who have tried the new gum love it and we are excited for it to hit shelves nationwide this April,” said Justin Hollyn-Taub, marketing director for Extra gum brand, Mars Wrigley Confectionery U.S.
As a leading innovator in the gum category, Extra continually looks to expand its portfolio to offer consumers new and exciting experiences. In 2018, the brand introduced Extra Chewy Mints, inviting consumers to enjoy Extra in a new, delicious mint form.
Hollyn-Taub added, “When we set out to develop a new line of Extra Gum, we wanted to create a totally new gum experience. So, we went to work examining how to deliver a new refreshing experience for both your mouth and mind. Feedback so far has been outstanding. Those who tried it reported Extra Refreshers gum gave them an intense burst of flavor that left them feeling instantly revived.“
Extra Refreshers gum is now available at Walmart stores and will roll out to additional retailers nationwide in late April. Available pack types include a 40-Count Bottle (MSRP $3.49) and a 9.65oz 120-Count Stand Up Pouch (MSRP $7.69). The new product launch will be supported with a full-scale marketing campaign this spring, including TV, print, online, PR and in-store support.