Extra didn't invent sugar-free gum, but it's the brand that made it the default rather than the alternative — most gum sold in the UK today is sugar-free, and Extra is a large part of why.
Where Extra came from
Extra was launched in the US in 1984 by the Wrigley Company, decades after Wrigley had already built its business on sugared gum brands like Juicy Fruit and Spearmint. By the early 1980s, dental health concerns and growing demand for long-lasting flavour without the sugar crash had created space for a dedicated sugar-free line, and Extra was built to fill it.
The company behind it
- Founded — 1891 in Chicago, by William Wrigley Jr.
- Independence — Wrigley remained family-controlled for well over a century, unusual for a company of its size.
- Acquisition — Mars, Incorporated bought Wrigley in 2008 for around $23 billion, folding it into the Mars Wrigley confectionery division alongside the rest of the Wrigley's gum range.
The flavour range
Extra's UK range centres on Peppermint, Spearmint and Ice White as the steady sellers, with rotating and regional varieties — Bubblemint, Cool Breeze and various fruit blends among them — filling out the rest of the shelf. The formula behind all of them stays the same: sugar-free sweeteners carrying the flavour instead of sugar, which is also what lets Extra claim it doesn't contribute to tooth decay the way sugared gum can.
Frequently asked questions
When was Extra gum launched?
Extra was launched by the Wrigley Company in the US in 1984 as a sugar-free chewing gum, aimed at the growing market for gum that didn't rely on sugar for its long-lasting flavour.
Who owns Wrigley?
The Wrigley Company was founded in Chicago in 1891 by William Wrigley Jr. and remained an independent, family-controlled company for over a century until Mars, Incorporated acquired it in 2008.
What flavours does Extra come in?
Core Extra flavours in the UK include Peppermint, Spearmint and Ice White, alongside rotating varieties such as Bubblemint, Cool Breeze and various fruit blends.