Mars Wrigley taps into consumer trends with new flavour and format

The company is rolling out a bottle format to “ensure that consumers have access to their favourite gum whatever the occasion, at home or on the go”, available in Peppermint, Spearmint and a new Tropical flavour (£2.19).

The Tropical flavour is also available in a 59p single pack and was launched to “capitalise on the popularity of tropical flavour profiles with younger consumers”.

Mars said nearly 50% of gum consumption comes from generation Z shoppers, especially fruit flavoured gum which “over indexes with under 25-year olds and is 51% incremental to the category”.

The launches are supported by in-store and multimedia campaign, as well as POS tools and pre-filled counter-top units available from selected wholesalers.

Sasha Storey, senior brand manager for Extra at Mars Wrigley, said: “Whilst individual packs remain essential lines for stores of all sizes, the larger bottle format is set to be one of the bestselling formats of the year.

“Gum bottle will be driving the growth in 2021 with 1.7% projected growth so we recommend it is stocked alongside core single packs for maximum sales success.

“Flavours are also set to grow especially as we head into summer so it is very fitting for us to launch bottles with a new tropical flavour and we cannot wait to see the response from shoppers”.