Mars Wrigley has announced the launch EXTRA Refreshers, which taps into a new dimension in chewing gum.
The product combines a thin shell and a soft chew, to offer a multi-sensorial chewing experience and long-lasting flavour. It comes in three flavours: Peppermint, Spearmint and Bubblemint, and in single packs of 7 pieces at £0.59 RRP.
EXTRA Refreshers is available to retailers, wholesalers, traditional independent stores and petrol forecourts, with pre-filled counter-top units available to purchase in cash and carries.
The launch will be supported by multimedia activation featuring in-store displays and POS, as well as online activity.
Dan Newell, portfolio director at Mars Wrigley, said: “We are extremely excited to offer a product that will inject the ‘cool’ back into the UK gum category with the launch of our pioneering EXTRA Refreshers.
“Our new range, with its differentiated packaging and long-lasting taste, aims to offer consumers a fuller, more intense gum-chewing experience. The launch will also help to ‘recharge’ and ‘refresh’ the category as a whole.”
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