Following the successful launch of STARBURST® Chewing Gum in February, Mars Wrigley Confectionery is expanding its portfolio with the addition of STARBURST Fruity Mixes 24 pellet pack.

 Starburst Chewing Gum Fruity Mixes 24 piece

The launch of this new pack format builds on the overwhelming success of the brand since its launch only six months ago. Originally projected to grow the gum category by £15 million over the next three years[1] and estimated to grow gum penetration by 3%[2], the current STARBURST Chewing Gum range is significantly over-performing in ROS versus initial expectations. STARBURST Fruity Mixies Gum Bottle is currently the number one selling gum bottle across total market, whilst STARBURST Strawberry Gum Bottle is ranked as the fifth best selling gum sku[3]. With both formats ranked in the top 10 best selling gum skus[4], the results highlight the considerable performance of the brand to date, as well as its potential for success going forward.


Providing a lower opening price point alternative to the larger gum bottle at only £0.49 RRP, the new 24 pellet pack from Mars Wrigley Confectionery helps retailers meet consumers core consumption occasion needs. A sugarfree treat alternative which bridges the gap between gum and candy, STARBURST Chewing Gum targets lapsed younger consumers by bringing the fun back into gum via a fruity sugarfree explosion – a demand within the category which has not previously been met. Featuring three popular flavours; strawberry, apple and bubblegum; STARBURST Fruity Mixies recreates tastes consumers have come to know and love within the confectionery category.


Alyona Fedorchenko, Gum Marketing Director at Mars Wrigley Confectionery commented: “We have received a fantastic response from consumers and retailers alike following the launch of STARBURST Chewing Gum. Having successfully addressed the desire for variety in the category, the range allows consumers to enjoy the unbelievably juicy explosion synonymous with the STARBURST brand, in a sugarfree format.


“The launch of the new 24 pellet pack equips consumers with a handy chewing gum format that UK shoppers desire. Perfect for on-the-go occasions, the 24 pellet pack can easily be popped into a pocket or handbag, ready for the moment you require a fruity sugarfree explosion of flavour.”


[1]Wrigley Nielsen Headspace Research 2016

[2]Wrigley Nielsen Headspace Research 2016

[3]Nielsen Latest 12 we 21.05.18

[4] Nielsen UROS Total Coverage, 12 we 21.05.18


Author: kimbarnard

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