Mars Wrigley’s Extra Gum is Launching Two New Flavors in the UK
Michael Hemsworth — March 19, 2022 — Marketing
References: extragum & talkingretail
These new Mars Wrigley’s Extra gum flavors are being launched by the brand in the UK in response to consumer demand and the popularity of unexpected taste experiences.
The flavors come in the form of Blueberry as well as Apple, which are reported by the brand to be two profiles that are gaining momentum in the UK market. The company claims that fruit gums are making up over 25% of the gum sales by value in the UK, with almost half of all the gum consumption coming from consumers under the age of 25.
Senior Brand Manager for Extra Sasha Storey commented on the new Mars Wrigley’s Extra gum flavors, saying, "Following the successful launch of Extra Refreshers, we are excited to add to our fruity flavor range with apple and blueberry. These two popular flavors are set to continue to grow gum penetration in the UK by recruiting new consumers to the segment. We will be supporting retail partners with colorful POS to drive awareness and trial of apple and blueberry.”
The flavors come in the form of Blueberry as well as Apple, which are reported by the brand to be two profiles that are gaining momentum in the UK market. The company claims that fruit gums are making up over 25% of the gum sales by value in the UK, with almost half of all the gum consumption coming from consumers under the age of 25.
Senior Brand Manager for Extra Sasha Storey commented on the new Mars Wrigley’s Extra gum flavors, saying, "Following the successful launch of Extra Refreshers, we are excited to add to our fruity flavor range with apple and blueberry. These two popular flavors are set to continue to grow gum penetration in the UK by recruiting new consumers to the segment. We will be supporting retail partners with colorful POS to drive awareness and trial of apple and blueberry.”
Trend Themes
1. Fruity Gum Flavors - The popularity of fruit gum flavors is increasing, providing an opportunity for companies to introduce new and exciting fruity options to attract consumers.
2. Consumer-driven Product Development - Companies can respond to consumer demand for unexpected taste experiences by using consumer insights to develop and launch new product flavors.
3. Younger Consumer Preferences - With almost half of all gum consumers being under 25 in the UK, there is an opportunity for companies to tailor their products and marketing strategies towards the preferences of this demographic.
Industry Implications
1. Confectionery - Confectionery companies can capitalize on the popularity of fruity gum flavors by expanding their product lines or introducing new options that appeal to consumers seeking unique taste experiences.
2. Market Research - Companies specializing in market research can help confectionery companies gain insights into consumer preferences and trends to inform the development and launch of new products.
3. Retail - Retailers can capitalize on the popularity of fruity gum flavors by stocking innovative products and placing colorful point-of-sale displays to attract and engage younger consumers.
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