Starburst expands after Fruity Mixies success

Starburst has launched a 24-pellet pack for Fruity Mixies following the successful launch of the chewing gum in February.

The smaller pack of the sugar free gum, which is available now, RRP 49p, comes at a lower price to the bottles that launched earlier in the year. It bridges the gap between gum and sugar confectionery and is aimed at younger consumers with strawberry, apple and bubblegum-flavoured gum. 

Mars Wrigley Confectionery originally projected to grow the gum category by £15m over the next three years, but the Starburst chewing gum range is significantly over-performing in rate of sale. The manufacturer said Fruity Mixies Gum Bottle is currently the number one selling gum bottle across the total market, while the Strawberry Gum Bottle is the fifth bestselling gum line.

Alyona Fedorchenko, gum marketing director at Mars Wrigley Confectionery, said the company had received a fantastic response from consumers and retailers following the launch of the chewing gum. "Having successfully addressed the desire for variety in the category, the range allows consumers to enjoy the unbelievably juicy explosion synonymous with the Starburst brand, in a sugarfree format," she added.

Read more: How to sweeten you sugar confectionery sales this summer