What is EXCEL Refreshers?
If you’re wondering what EXCEL Refreshers is, it’s Mars Wrigley Canada’s fruit-flavoured soft chew gum format under the EXCEL brand. Launched in July 2024, it combines a soft outer coating, a pillow-shaped piece, and long-lasting taste in a fresh-feeling format built for everyday confidence. It sits inside EXCEL’s sugar-free gum line, Canada’s #1 gum brand.
What makes EXCEL Refreshers different?
EXCEL is made by Mars Wrigley and has been in Canada since 1991. Today, the brand spans five product lines: EXCEL Mint Gum, EXCEL White Gum, EXCEL Mints, EXCEL Soft Chews, and EXCEL Refreshers. Refreshers is the newest line, and it moves EXCEL beyond classic mint into fruit flavours.
This matters because the soft chew / cube-style gum category is one of the fastest-growing segments in North America. It’s projected to grow at a 5.22% CAGR from 2026 to 2031, driven by on-the-go convenience and eco-friendly appeal. In other words: more people want a gum format that fits busy, mobile days — and Refreshers is EXCEL’s answer to that trend.
Flavours, formats, and sizes
| Detail | What you get |
|---|---|
| Launch | July 2024 |
| Original flavours | Strawberry, blueberry, tropical |
| Current lineup | Mixed Berry, Tropical, Blueberry, Strawberry |
| Shape/feel | Soft outer coating, pillow shape |
| Taste | Long-lasting |
| Pack sizes | Single packs (12 pieces), bottles (60 pieces), multipacks (3-pack) |
If you’re shopping in Canada, the FAQ lists EXCEL at Walmart, Amazon.ca, Shoppers Drug Mart, Real Canadian Superstore, Save-On-Foods, No Frills, Instacart, Dollarama, and convenience stores across the country. That makes it easy to keep a pack handy for class, work, road trips, or pre-show plans.
Why it fits the “feel fresh” moment
EXCEL’s core tagline is “FEEL FRESH,” and the brand promise is all about boosting confidence. Refreshers fits that energy really well. It’s fruity, easy to carry, and built for those in-between moments when you want a quick reset before the next thing starts.
You can see the same lifestyle-first approach in EXCEL’s recent campaigns. Concert Confidence with Live Nation Canada brought Refreshers misting stations and fruity-flavour samples to festivals like Osheaga. EXCEL Study Beats used an ASMR-led approach to connect with Canadian students during exam season. The message is simple: whether you’re heading to a concert, cramming for a test, or just running through a busy day, EXCEL wants to help you feel fresh and confident.
The bottom line
EXCEL Refreshers is the fruit-forward side of EXCEL: a soft chew gum format with a pillow shape, long-lasting taste, and a fresh-feeling vibe. It launched in 2024, comes in multiple flavours and pack sizes, and sits inside Canada’s #1 gum brand from Mars Wrigley. If you want a gum option that feels a little more playful than mint, this is the one to know.
— The EXCEL Team
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