Leading chewing gum brand Extra has added a premium tier to “drive category reappraisal”.
Extra Plus will debut with Chill, Hydro and Deep Clean, all of which are sugar-free and HFSS-compliant.
Chill is a watermelon-flavoured gum with niacin (vitamin B3), which contributes to normal psychological function. Hydro is peppermint-flavoured, with “quadro blend” to help keep the mouth feeling refreshed.
Finally, Deep Clean is a spearmint-flavoured gum, with xylitol and “mint scrub” to help the mouth to feel clean and reduce surface tooth stains after 12 weeks, in conjunction with normal tooth brushing.
All three variants will hit Tesco in single (rsp: 80p) and bottle (rsp: £2.85) formats on 26 January, ahead of a wider rollout in April.
Aimed at “the next generation of chewers”, the gums were designed to support modern lifestyles and everyday intentions, said Extra.
“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,” said Lucy Sherlock, UK senior brand manager at Extra.
“With Extra Plus, we’re giving consumers a product with new ingredients to help them press pause and enjoy some me time.”
The initial Tesco launch will be supported with a retail media campaign, ahead of the national launch, which will be supported by Extra’s “biggest ever” media investment.
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