Mars Wrigley Confectionery is launching Extra Minis, a new chewing gum range featuring smaller pellets in a portable format.
Available from June 18, Extra Minis will launch in two flavours; Peppermint and Spearmint, with 48-pieces per box (rrp £1). The recently launched Starburst Gum will also join the new handybox line-up.
Claire Domoney, Extra marketing manager at Mars Wrigley Confectionery UK, said: “We are extremely excited to start injecting fun back into the gum category with the launch of new Extra Minis handyboxes. We recognise that gum covers a number of moments – whether it’s to freshen breath or simply for enjoyment. With the new 48 piece handybox format of Extra Minis, we hope to help establish a new opportunity of enjoyment for younger generations: fun smaller pellets in our bestselling Peppermint and Spearmint flavours, alongside the fruity flavours of new Starburst Gum.”
Extra Minis will be available to discounters, wholesalers and traditional independent stores, with flat pack and refill units accompanying the range. The launch will also include in-depot activation.
Consumers can expect to see Extras on air for 28 weeks this year and the brand will also be supported with digital media. Starburst Gum will also recieve a new ad campaign later this year, titled “The Juicy Goose from Belarus”.