Extra Refreshers Now Comes in a New Format and Flavor
Michael Hemsworth — April 8, 2021 — Marketing
References: mars & talkingretail
The Extra Refreshers chewing gum range has been updated by Mars Wrigley in response to changing consumer preferences both in terms of flavor and format.
The gum will now come in the new Tropical flavor to tap into its popularity amongst Generation Z, which will be right at home within the existing range that includes Peppermint and Spearmint. The gum will also come in a new larger bottle format to address consumers looking for more product and enhanced value.
Senior Brand Manager for Extra at Mars Wrigley Sasha Storey spoke on the updated Extra Refreshers chewing gum range saying, "Whilst individual packs remain essential lines for stores of all sizes, the larger bottle format is set to be one of the bestselling formats of the year. Gum bottle will be driving the growth in 2021 with 1.7% projected growth so we recommend it is stocked alongside core single packs for maximum sales success. Flavours are also set to grow especially as we head into summer so it is very fitting for us to launch bottles with a new tropical flavour and we cannot wait to see the response from shoppers."
The gum will now come in the new Tropical flavor to tap into its popularity amongst Generation Z, which will be right at home within the existing range that includes Peppermint and Spearmint. The gum will also come in a new larger bottle format to address consumers looking for more product and enhanced value.
Senior Brand Manager for Extra at Mars Wrigley Sasha Storey spoke on the updated Extra Refreshers chewing gum range saying, "Whilst individual packs remain essential lines for stores of all sizes, the larger bottle format is set to be one of the bestselling formats of the year. Gum bottle will be driving the growth in 2021 with 1.7% projected growth so we recommend it is stocked alongside core single packs for maximum sales success. Flavours are also set to grow especially as we head into summer so it is very fitting for us to launch bottles with a new tropical flavour and we cannot wait to see the response from shoppers."
Trend Themes
1. Tropical Flavored Chewing Gums - With the popularity of tropical flavor among Gen Z, there is an opportunity to introduce tropical flavor in other products beyond gums.
2. Larger Bottle Format for Gums - There is an opportunity to introduce larger bottle format and enhance value for other consumer products beyond gums.
3. Growing Demand for Gum Bottles - There is an opportunity for companies to focus on driving growth in 2021 through gum bottles and other bottled products.
Industry Implications
1. Confectionery Industry - Companies can explore tropical flavors and larger bottle formats in other confectionery products beyond chewing gums.
2. Beverage Industry - The growing demand for larger bottle format presents opportunities for the beverage industry to enhance value for consumers.
3. Retail Industry - The projected growth in gum bottles presents an opportunity for the retail industry to stock up on larger bottle formats for maximum sales success.
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