Extra Sugarfree Watermelon gets national rollout after Tesco launch

• Product: Extra Sugarfree Watermelon gum
• Supplier: Mars Wrigley
• RRP: 65p (single pack), £2.75 (tub)
• Available: now

Mars Wrigley’s Extra Sugarfree Watermelon chewing gum is now rolling out nationwide following its launch in Tesco last year.

The first watermelon flavour from Extra’s rollout in 65p single packs and £2.75 tubs comes as fruity gum is the fastest-growing gum segment, with a 25% increased rate of sale.

Extra adds Strawberry Lemon Refreshers to range

Additionally, a third of fruity gum shoppers only buy fruity gum, and 70% of fruity gum growth has been incremental to the gum category.

Lucy Sherlock, senior brand manager at Extra, said: “We’ve observed a surge in the popularity of Fruity Gum, now the fastest growing gum segment. Watermelon is our strategic response to this trend, meeting current consumer preferences whilst attracting a new, younger audience with an expanded range of fruity flavours.”

Mars is backing the rollout with a £2.1m media spend supporting its total fruit range, including Refreshers.

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