Gum brand Extra said it’s going “beyond fresh breath” with the launch of Extra Plus, described as a premium gum range with new ingredients, designed to “support modern lifestyles and everyday intentions.”
With a line-up of trending and classic flavours, Plus is hoping to bring a new chewing experience to the category. The range of six SKUs will launch nationally to convenience retailers from this week.
The range consists of three flavours, each offering a unique benefit to chewers - Chill in Watermelon, Hydro in Peppermint and Deep Clean in Spearmint. The gums are available in single and bottle formats and are sugar free and HFSS compliant.
The range is aimed at the next generation of chewers, with data showing that those under 30 are more likely to chew gum as a small, everyday ritual, and a moment of pause within busy daily routines.
Lucy Sherlock, UK senior brand manager, said: “Today’s under 30s are living in an increasingly busy world, navigating daily pressures of work, study and social media, all while trying to make their mark and enjoy life. With Extra Plus, we’re giving consumers a product with new ingredients to help them press pause and enjoy some ‘me time’.
“It’s a strategic innovation of added ingredients gum that will recruit a younger audience to futureproof the category and increase household penetration, where we know there’s significant headroom to grow. The new range gives consumers more reasons to chew that go beyond maintaining fresh breath, enabling us to broaden consumption occasions”.
The launch will be supported by Extra’s biggest ever media investment for an innovation with the aim of converting more under-30s to the gum category.
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