Mars Wrigley has expanded its Extra range with the launch of two new fruity gum flavours, Apple and Blueberry.
Apple is the most popular fruit in the UK, according to the supplier, and blueberry is a leading flavour for confectionery, making the new flavours a key addition.
Meanwhile, fruity gym continues to recruit consumers to the segment with 25% of Extra Refreshers shoppers, for example, being new to the category in 2021.
Sasha Storey, senior brand manager, Extra, at Mars Wrigley, said: “Fruity gum sales now account for more than one-quarter of gum market value in the UK. This means that in addition to mint-flavoured gum, fruit flavours are also must stocks for retailers.
“Nearly 50% of gum consumption comes from Gen Z, with fruit-flavoured gum over indexing with under 25-year-olds and is 51% incremental to the segment. Extra Apple and Extra Blueberry will continue to appeal to this demographic, helping to recruit the next generation of gum consumers to the category.”