Mars Wrigley Confectionery is expanding its portfolio with the addition of Starburst Fruity Mixes 24 pellet pack.

The launch of this new pack format builds on the overwhelming success of the brand since its launch six months ago.

Originally projected to grow the gum category by £15m over the next three years and estimated to grow gum penetration by 3%, the firm claims that the current Starburst Chewing Gum range is significantly over-performing in return on sale versus initial expectations.

Starburst Fruity Mixies Gum Bottle is currently the number one selling gum bottle across total market, whilst Starburst Strawberry Gum Bottle is ranked as the fifth best selling gum sku.

Providing a lower opening price point alternative to the larger gum bottle at an rrp of 49p, the new 24 pellet pack from Mars Wrigley Confectionery helps retailers meet consumers core consumption occasion needs. A sugarfree treat alternative which bridges the gap between gum and candy, Starburst Chewing Gum targets lapsed younger consumers with a fruity sugarfree option – a demand within the category which has not previously been met.  

Alyona Fedorchenko, gum marketing director at Mars Wrigley Confectionery, said: “We have received a fantastic response from consumers and retailers alike following the launch of Starburst 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 Starrburst brand, in a sugarfree format.

“The launch of the new 24 pellet pack equips consumers with a handy chewing gum format that UK shoppers desire. Perfect for on-the-go occasions, the 24 pellet pack can easily be popped into a pocket or handbag, ready for the moment you require a fruity sugarfree explosion of flavour.”