Extra, the UK’s number one gum brand worth £201m CSV, is set to launch a new flavour in response to the rapid growth of fruit gum sales. The Strawberry Lemon Refreshers flavour was created based on key consumer insights that show strawberry as the most popular flavour in fruity confectionery, accounting for 80% of fruit NPD and responsible for the most category-wide repeat purchases.
According to Hannah Lee, senior brand manager at Extra, “New shoppers account for more than 80% of fruit gum growth and at present, fruit gum is growing faster than mint, with 23% growth year on year.” The launch of Strawberry Lemon Refreshers is a response to this trend, combining two flavour favourites to offer a fresh and exciting taste experience.
Innovation is key to Extra’s success in the category, as they strive to lead the way in meeting consumer desires with innovative product development. The new fruity gum flavour is expected to attract new consumers to the Extra experience, particularly younger consumers who have a preference for fruity variants. The number one reason for purchasing fruit gum is for “fun”, and this mouth-watering flavour combination is sure to bring joy to consumers.
The Strawberry Lemon Refreshers will be available in stores nationwide with an RRP of £0.65 for a single pack and £2.75 for a bottle. Extra remains committed to delivering on-trend flavours that excite consumers and drive growth in the chewing gum category. With this latest launch, they have once again demonstrated their ability to anticipate and meet the changing needs of today’s consumers.
