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Mars Wrigley has unveiled a new Extra Refreshers Watermelon Raspberry flavour, set to hit retail shelves across the UK by the end of February. This launch is aimed at invigorating the gum category and attracting new consumers.
The introduction of this sugar-free gum flavour comes as part of a broader trend towards fruity flavour combinations, which have seen a significant rise in popularity among consumers.
According to NielsenIQ data, the Extra Refreshers brand has experienced a remarkable 39% growth in value over the past two years, particularly resonating with younger demographics.
Notably, one-third of these shoppers are exclusive to the Refreshers line, indicating a strong brand loyalty that presents an opportunity for retailers.
Market research highlights that 73% of consumers consider Watermelon Raspberry a unique flavour, with 69% expressing intent to purchase it.
This data underscores the potential for retailers to capitalise on the new flavour's launch, as it aligns with consumer preferences for innovative and distinctive taste experiences.
Lucy Sherlock, senior brand manager for Extra, said: “Our ambition is to help drive the gum category by tapping into the opportunity presented by the rise in popularity of fruity flavours through Refreshers”.
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