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product news: Mars Chocolate and Wrigley launches Starburst Chewing Gum

John Wood ·

Mars Chocolate and Wrigley UK is expanding its portfolio and introducing a ‘candy-like experience’ with the launch of Starburst Chewing Gum.

Available in all channels from the February 26, Starburst Fruity Mixies, Starburst Strawberry Cubes and Starburst Red Berry Sticks will provide consumers with a sugar-free treat alternative which bridges the gap between gum and candy.

Designed to tap into a new chewing consumption occasion, Starburst Chewing Gum comprises both Mini fruity mixies, Cubes and Sticks to deliver confectionery flavours in a handy chewing gum format.

Starburst Fruity Mixies will be available in a 24-fruity mixies small pack, a 48-fruity mixies handybox and 100-fruity mixies bottle, with 49p RRP, £1 RRP and £2 RRP.

Mars Chocolate and Wrigley UK hopes to further increase Starburst’s existing £18.5m portfolio, with the launch of Starburst Red Berry Sticks (x5) and Starburst Strawberry Cubes (x30), available in Starburst’s best performing Strawberry and Red Berry flavours.

Alyona Fedorchenko, marketing director at Mars Chocolate and Wrigley UK, commented: “We are extremely excited to launch Starburst into a completely new category, and provide consumers with a new fruity chewing experience. Research tells us there is a huge opportunity to grow gum penetration by introducing a ‘candy-like experience’, and that Starburst is the brand to lead this with.”

Starburst Chewing Gum will be supported with a wide range of POS material including till point, at fixture and front of store branding, as well as product trials in-store and digital activation across social media platforms.

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