Building functional benefits into Extra chewing gum
CHEWING gum brand Extra is set to deliver an innovative range of chewing gum options complete with added functional ingredients.
The new Extra Plus range offers shoppers a breath freshening experience that consumers come to expect from the brand with the added benefit of premium ingredients designed to support health.
The lineup builds on classic Extra flavours to bring the new chewing option to the category with three different flavours across six SKUs in total.
The range consists of:
• Extra Plus Chill in Watermelon flavour with Niacin (Vitamin B3) which can help contribute to normal psychological function which can help support the nervous system and skin health.
• Extra Plus Hydro in Peppermint flavour with Quadro Blend to help keep the mouth feeling refreshed.
• Extra Plus Deep Clean in Spearmint flavour with Xylitol and Mint Scrub to help the mouth to feel clean and can also help to reduce surface tooth stains after 12 months – in conjunction with normal tooth brushing.
The trio of flavours will each come in a bottle format of 30 pieces as well as a single pack of seven pieces. Further to this, the entire range is sugar-free and compliant with HFSS regulations.
The innovation follows on from the launch of the Extra ‘Chew Good’ global brand platform which rolled out in 2024 to reposition chewing gum options as an everyday ritual to deliver a refreshing and unconventional ‘me moment’ in consumers’ busy everyday lives.
The launch will also be supported by what parent firm Mars Wrigley has called its biggest ever media investment for Extra with the aim of converting more under-30s to the category.
Lucy Sherlock, UK senior brand manager at Extra, said: “Today’s under 30s are living in an increasingly busy world, navigating daily pressures of work, study and social media, all while trying to make their mark and enjoy life.
“With Extra Plus we’re giving consumers a product with new ingredients to help them press pause and enjoy some me time.
“Extra Plus is a strategic innovation of added ingredients gum that will recruit a younger audience to futureproof the category and increase household penetration, where we know there is significant headroom to grow. The new range gives consumers more reasons to chew that go beyond maintaining fresh breath, enabling us to broaden consumption occasions.”
