The Flavour Vote Campaign, which runs until 17 July, gives consumers the opportunity to vote for their favourite Extra flavour out of Apple, Blueberry, Strawberry, Tropical, Melon Mint and Bubblemint.
Customers can vote via text, through the Extra gum website, or through scanning a QR code on Extra in-store PoS.
The supplier has launched the campaign as fruit flavours are a growing category within gum, now accounting for more than a quarter of gum market value in the UK.
It has partnered with online platform Ladbible to drive awareness for the campaign across Facebook, Instagram and TikTok.
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