Mars Wrigley Confectionery is expanding its portfolio with the addition of Starburst Fruity Mixes 24-pellet pack.

Providing a lower opening price point alternative to the larger gum bottle at 49p RRP, the new 24-pellet pack is intended to help retailers meet consumers core consumption occasion needs.

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 sugar-free 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 sugar-free explosion of flavour.”