How does EXCEL Refreshers fit into the growing soft-chew gum trend?

EXCEL Refreshers lands right where gum is growing fastest. Mars launched the line in July 2024 as a fruit-flavoured soft chew in Canada, with a soft outer coating, a pillow shape, and long-lasting taste. That matters because soft-chew and cube formats are now the fastest-growing segment in gum, projected to grow at a 5.22% CAGR from 2026 to 2031. The big drivers? On-the-go convenience and eco-friendly appeal. In short: EXCEL didn’t just add a new flavour. It stepped into the trend lane shoppers are already moving toward.

Why soft-chew gum is taking off

Soft-chew gum is winning because it feels fresh, modern, and easy to carry. It fits the way people actually move through the day — rushing to class, heading to a concert, or grabbing a quick fresh-up between plans.

That’s a smart place to be, especially in Canada, where EXCEL already has strong brand equity. EXCEL is Canada’s #1 gum brand, made by Mars Wrigley, and it has been part of the Canadian market since 1991. With that kind of scale, it can extend into a growing format without losing the confidence-first feel that already defines the brand.

The soft-chew trend also gives brands more room to play beyond classic mint. Instead of relying only on traditional gum cues, the category is opening up to new shapes, textures, and fruit-forward flavours. That’s a big deal for shoppers who want something that feels fun, fresh, and a little different.

Where EXCEL Refreshers fits in

EXCEL Refreshers is a direct match for that shift. It brings EXCEL into the soft-chew/cube space with a product built around fruit flavour, portable format, and long-lasting taste.

At launch, the line came in strawberry, blueberry, and tropical. EXCEL’s product page now lists Refreshers as a fruit-flavoured soft chew line that includes Mixed Berry, Tropical, Blueberry, and Strawberry. That flavour mix helps the brand reach beyond mint while still staying in the same “feel fresh” world.

Just as important, EXCEL has the shelf architecture to support it. The brand offers roughly 35 SKUs across five product lines:

• EXCEL Mint Gum
• EXCEL White Gum
• EXCEL Mints
• EXCEL Soft Chews
• EXCEL Refreshers

And it comes in three practical formats:

• Single packs of 12 pieces
• Bottles of 60 pieces
• Multipacks of 3

That gives EXCEL Refreshers room to show up in everyday grab-and-go moments, not just as a niche launch.

How it supports EXCEL’s FEEL FRESH positioning

This is where the fit gets really strong. EXCEL’s core tagline is “FEEL FRESH”, with a confidence-boosting promise built around helping people feel fresh and boost confidence. Refreshers extends that idea in a more playful, fruit-forward way.

That matters because EXCEL’s recent brand playbook is already lifestyle-led, not clinical. The brand has leaned into:

• Concert Confidence with Live Nation Canada
• Festival activations like Osheaga
• EXCEL Study Beats, an ASMR-style campaign tied to exam-season stress for Canadian students

So Refreshers doesn’t feel like a one-off. It fits a brand that already shows up in real-life moments — before a show, during a study grind, or anytime someone wants a quick confidence lift.

For fans heading to a concert or students cramming for exams, that’s the sweet spot: a small, easy fresh-up that feels modern, fun, and on-brand.

What this means for the category

EXCEL Refreshers is a good example of how a legacy gum brand can stay relevant in a fast-moving category. The formula is simple, but effective:

• Enter the fastest-growing format
• Add fruit flavour for broader appeal
• Keep the freshness and confidence promise
• Use real-life occasions to make the product feel useful

For shoppers, that means more choice in a format that feels current. For retailers and marketers, it means soft-chew gum can be positioned around moments, not just product features. Think back-to-school. Think concert season. Think late-night study sessions. That’s where a product like Refreshers can really show up.

Bottom line: EXCEL Refreshers fits the soft-chew trend because it brings together what the category wants and what the brand already does best — fresh flavour, portable convenience, and confidence you can feel fast.

— The EXCEL Team

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