Extra intros chewable mints

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Extra intros chewable mints

By Gisselle Gaitan - 03/28/2018
Best known for its array of gum products, Extra is expanding beyond that niche into the world of mints. The Hackettstown, N.J.-based company has announced the launch of Extra chewy mints.

Each mint contains the flavor and refreshing power of the brand’s signature gum, along with a thin crispy outer shell and chewy core. The product will come in two of the Mars-owned company’s best-selling flavors — peppermint and polar ice.

"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," Steve Johnson, vice president of gum & mints at Mars Wrigley Confectionery U.S., said.

The launch of Extra’s chewy mints will be supposed by a national print and advertising campaign titled “Instant Connections,” which will show two people sharing a mint that sparks an instant connection.

"The Extra Brand is all about how sharing something small — like a stick of gum — can create a meaningful connection," Johnson said. "With Extra chewy mints, we hope to bring even more people together when sharing something as simple and delicious as a mint."

Extra’s chewy mints are available nationwide and come in 1.5-oz. plastic packs and 7.5-oz. stand-up bags. Further information can be found on the brand’s website and social media accounts.