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product news: Mars Wrigley Confectionery launches new Extra format

John Wood ·

Mars Wrigley Confectionery is launching new Extra Minis Handyboxes, fun smaller pellets in a portable format, which allow consumers to “choose their chew” with as many or as few pellets as they like.

Available from 18 June, Extra Minis will launch in bestselling flavours Peppermint and Spearmint, in a 48-piece handybox format at £1 RRP. Recently launched Starburst Gum will also join the handybox line-up.

Flat pack and refill units of Extra Minis will be available. The launch will also include an in-depot activation with additional support from Avansa.

Consumers can expect to see Extra on air for 28 weeks this year, as well as new digital media, whilst Starburst Gum launches its new ad campaign, “The Juicy Goose from Belarus”.

Claire Domoney, Extra marketing manager at Mars Wrigley Confectionery UK, commented: “We are extremely excited to start injecting fun back into the gum category with the launch of new Extra Minis Handyboxes.

“We recognise that gum covers a number of moments – whether it’s to freshen breath or simply for enjoyment. With the new 48 piece handybox format of Extra Minis, we hope to help establish a new opportunity of enjoyment for younger generations: fun smaller pellets in our bestselling Peppermint and Spearmint flavours, alongside the fruity flavours of new Starburst Gum.”

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