Wrigleys Extra Watermelon

With Fruity Gum sales achieving sustained growth, Mars Wrigley is rolling out Wrigley’s Extra Sugarfree Watermelon gum nationwide, after the product launched exclusively in Tesco last year.

Available in bottle format (RRP £2.75) and single packs (RRP 65p), the launch is being backed by a £2.1m campaign, supporting the total fruit range, including Refreshers. Activity includes a competition where consumers can be in with a chance of winning a ‘mood-boosting break’ by voting for their favourite fruity flavour. 

Over-indexing with millennials and Gen Z audiences, Fruity Gum is the fastest-growing gum segment with a 25% increased rate of sale. 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, Extra, said: “Our new Watermelon flavour is a bold new addition to our Fruity Gum range, arriving at a time when consumer demand for fruit flavour gum is enjoying a growth period.

“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.”