New EXTRA® Refreshers Gum Hits Store Shelves

The popular EXTRA® Gum brand expands its offerings with first-ever soft chew gum

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Mar 11, 2019, 09:00 ET

HACKETTSTOWN, N.J., March 11, 2019 /PRNewswire/ -- EXTRA^®Gum, the No. 1 selling gum brand in the U.S., announced today the launch of EXTRA^®Refreshers gum, the first-ever soft chew added to the brand's portfolio. Bursting with intense freshness, the new soft chew comes in three exciting flavors: Spearmint, Polar Ice and Tropical Mist.

New EXTRA® Refreshers Gum Hits Store Shelves

"For almost 40 years, EXTRA^® Gum has been committed to providing long lasting flavor that gum chewers crave. Given how fast soft chew is growing¹ and with EXTRA^® as the No. 1 gum brand in the U.S., this new innovation is poised to become one of the most popular items in the confections aisle and a key driver for category growth. Consumers who have tried the new gum love it and we are excited for it to hit shelves nationwide this April," said Justin Hollyn-Taub, Marketing Director for EXTRA^® Gum Brand, Mars Wrigley Confectionery U.S.

As a leading innovator in the gum category, EXTRA^®continually looks to expand its portfolio to offer consumers new and exciting experiences. In 2018, the brand introduced EXTRA^® Chewy Mints, inviting consumers to enjoy EXTRA^® in a new, delicious mint form.

Hollyn-Taub added, "When we set out to develop a new line of EXTRA^® Gum, we wanted to create a totally new gum experience. So, we went to work examining how to deliver a new refreshing experience for both your mouth and mind. Feedback so far has been outstanding. Those who tried it reported EXTRA^® Refreshers gum gave them an intense burst of flavor that left them feeling instantly revived².^"

Extra^® Refreshers gum is now available at Walmart stores and will roll out to additional retailers nationwide in late April. Available pack types include a 40-Count Bottle (MSRP $3.49) and a 9.65oz 120-Count Stand Up Pouch (MSRP $7.69). To find EXTRA^® Refreshers gum near you, visit https://productcentral.mars.com/extra.

The new product launch will be supported with a full-scale marketing campaign this spring, including TV, print, online, PR and in-store support. For more information, follow us on Facebook, Twitter, Pinterest and YouTube, or visit www.extragum.com.

About Mars, Incorporated

Mars is a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love. With almost $35 billion in sales, the company is a global business that produces some of the world's best-loved brands: M&M'S®, SNICKERS®, TWIX®, MILKY WAY®, DOVE®, PEDIGREE®, ROYAL CANIN®, WHISKAS®, EXTRA®, ORBIT®, 5™, SKITTLES®, UNCLE BEN'S®, MARS DRINKS and COCOAVIA®. Mars also provides veterinary health services that include BANFIELD® Pet Hospitals, Blue Pearl®, VCA® and Pet Partners™. Headquartered in McLean, VA, Mars operates in more than 80 countries. The Mars Five Principles—Quality, Responsibility, Mutuality, Efficiency and Freedom—inspire its more than 100,000 Associates to create value for all its partners and deliver growth they are proud of every day.

For more information about Mars, please visit www.mars.com. Join us on Facebook, Twitter, LinkedIn, Instagram and YouTube.

¹Nielsen Total US Sales since '13
²Sensory Consumer Research, 2019

SOURCE Mars, Incorporated