Extra Refreshers PMPs are an Exclusive for Convenience Stores
Michael Hemsworth — January 10, 2025 — Marketing
References: mars & talkingretail
Mars Wrigley has launched these new Extra Refreshers PMPs as part of the brand's response to increased demand for higher value products as consumers seek to save money, but still enjoy their favorite products. The price-marked packs (PMPs) are arriving as a convenience store exclusive priced at £2.50 for each 30-piece tub in Tropical and Bubblemint flavors. The gums are available now from wholesalers and are expected to support the continued growth within the gum and more particularly the fruit gum segments.
Gum Brand Director at Mars Wrigley Ross Ripamonti spoke on the Extra Refreshers PMPs saying, "This is a hugely exciting time for the category and the Extra Refreshers brand. This year, we are putting a multimillion media investment behind our fruit gum range, including Extra Refreshers PMPs, to bring the product benefits to life and support sales within the convenience channel.”
Gum Brand Director at Mars Wrigley Ross Ripamonti spoke on the Extra Refreshers PMPs saying, "This is a hugely exciting time for the category and the Extra Refreshers brand. This year, we are putting a multimillion media investment behind our fruit gum range, including Extra Refreshers PMPs, to bring the product benefits to life and support sales within the convenience channel.”
Trend Themes
1. Value-driven Consumer Goods - The creation of price-marked packs for gum products highlights a shift towards affordable, accessible products catering to budget-conscious consumers.
2. Convenience Store Exclusives - Offering exclusive products through convenience channels can drive foot traffic and increase sales by appealing to consumers' need for ease and accessibility.
3. Flavor Innovation in Gums - The introduction of Tropical and Bubblemint flavors in higher value packs showcases the burgeoning trend of unique and refreshing taste profiles in the gum market.
Industry Implications
1. Confectionery - The confectionery industry can capitalize on consumer demand for budget-friendly options that do not compromise on quality or enjoyment.
2. Convenience Retail - Convenience retail is poised to gain market share by stocking exclusive and value-oriented products that attract in-store shoppers.
3. Marketing and Media Investments - Significant media investment in specific product lines reflects the industry's strategy to enhance brand engagement and consumer awareness.
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