HACKETTSTOWN, N.J., March 27, 2018 /PRNewswire/ -- Extra, the No. 1 selling gum brand, announced today that it is entering a new category for the first time ever with the launch of Extra® Chewy Mints.
Packed with all the flavor and freshening power of Extra gum, each Extra Chewy Mint has two layers – a thin crispy outer shell and chewy freshening core – to deliver a rush of freshness. Extra Chewy Mints are launching in Extra's best-selling gum flavors, Peppermint and Polar Ice, and available in packaging specifically designed to share.
"Mars Wrigley Confectionery has a successful history in mints, with beloved brands like Altoids and Life Savers already in our portfolio. With new Extra Chewy Mints, we'll be able to have a larger presence in the category and invite everyone to enjoy Extra in a gum or a mint form," said Steve Johnson, Vice President Gum & Mints, Mars Wrigley Confectionery U.S.
The launch of Extra Chewy Mints is supported by a national print and digital advertising campaign titled "Instant Connections." The new creative shows two people sharing a mint that sparks an instant connection. The "Instant Connections" campaign lives within the Extra Brand larger "Give Extra, get extra" platform.
"The Extra Brand is all about how sharing something small – like a stick of gum – can create a meaningful connection," said Johnson. "With Extra Chewy Mints, we hope to bring even more people together when sharing something as simple and delicious as a mint."
Mars is a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love. With almost $35 billion in sales, the company is a global business that produces some of the world's best-loved brands: M&M'S®, SNICKERS®, TWIX®, MILKY WAY®, DOVE®, PEDIGREE®, ROYAL CANIN®, WHISKAS®, EXTRA®, ORBIT®, 5™, SKITTLES®, UNCLE BEN'S®, MARS DRINKS and COCOAVIA®. Mars also provides veterinary health services that include BANFIELD® Pet Hospitals, Blue Pearl®, VCA® and Pet Partners™. Headquartered in McLean, VA, Mars operates in more than 80 countries. The Mars Five Principles—Quality, Responsibility, Mutuality, Efficiency and Freedom—inspire its more than 100,000 Associates to create value for all its partners and deliver growth they are proud of every day.