EXTRA® Gum

What’s New

The No. 1 selling gum brand in the U.S., EXTRA®, launched new flavors of its EXTRA® Refreshers gum. The first-ever soft chew added to the EXTRA® portfolio is now expanding its original flavor offerings — Spearmint, Polar Ice and Tropical Mist — to include Mint Mix and Berry Mix, two variety packs that enable consumers to try three different Mint flavors in one pack and a mix of Berry flavors in the other. EXTRA® Refreshers is available at retailers nationwide. Available pack types include a 40-Count Bottle (MSRP $3.49) and a 9.65-oz. 120-Count Stand Up Pouch (MSRP $7.69).

Brand History

In 1984, Wrigley launched EXTRA® Gum in the U.S. and Canada as the company’s first taste-sustaining, sugar-free brand. At the time, it was one of the first gum brands to use high-intensity sweeteners, giving the brand long-lasting flavor. The first flavors of EXTRA® Gum included Spearmint and Peppermint.

Today, the EXTRA® Gum “Give Extra, Get Extra” campaign is rooted in the insight that sharing something small, like a stick of gum, can create a connection. Through its award-winning campaign, EXTRA® Gum is the gum brand that plays into the emotional benefits of chewing gum and is all about bringing people together.

Portfolio

EXTRA® Gum is available in a variety of formats and flavors including:

  • NEW EXTRA® Refreshers gum Mint Mix 40-Count Bottle
  • NEW EXTRA® Refreshers gum Berry Mix 40-Count Bottle
  • NEW EXTRA® Refreshers gum Mint Mix 120-Count Stand Up Pouch
  • NEW EXTRA® Refreshers gum Berry Mix 120-Count Stand Up Pouch
  • EXTRA® Refreshers Gum Spearmint 40-Count Bottle
  • EXTRA® Refreshers Gum Polar Ice 40-Count Bottle
  • EXTRA® Refreshers Gum Tropical Mist 40-Count Bottle
  • EXTRA® Refreshers Gum Spearmint 120-Count Stand Up Pouch
  • EXTRA® Refreshers Gum Polar Ice 120-Count Stand Up Pouch
  • EXTRA® Refreshers Gum Tropical Mist 120-Count Stand Up Pouch
  • EXTRA® Gum Spearmint 15-Stick Pack and 35-Stick Mega Pack
  • EXTRA® Gum Peppermint 15-Stick Pack and 35-Stick Mega Pack
  • EXTRA® Gum Polar Ice 15-Stick Pack and 35-Stick Mega Pack
  • EXTRA® Gum Smooth Mint 15-Stick Pack
  • EXTRA® Gum Classic Bubble 15-Stick Pack
  • EXTRA® Gum Sweet Watermelon 15-Stick Pack
  • EXTRA® Gum Winterfresh 15-Stick Pack
  • EXTRA® Gum Mint Chocolate Chip 15-Stick Pack
  • EXTRA® Chewy Mints Peppermint
  • EXTRA® Chewy Mints Polar Ice

Connect with the Brand

Brand Insights

  • Soft chew gum is the fastest growing form with the under-25 age group1
  • Mars Wrigley U.S. will also support the launch with a full-scale marketing campaign to drive consumer awareness and ultimately in-store sales

 1 Nielson Total US Sales since 2013

Media contacts

Kerry Healy
(201) 317-3216