EXTRA® Gum Launches SOURS with Hailey Bills and a Unique Dance Challenge

The Bold Launch of SOURS by EXTRA Gum

EXTRA® Gum has just taken the candy aisle by storm with its latest creation: SOURS by EXTRA. This innovative gum is not just any ordinary treat; it promises to deliver a surprising burst of sweet and sour flavors that playfully engage the palate, making everyday moments more exciting. The launch, which occurred on April 14, 2026, has been further enhanced through a partnership with the popular dancer Hailey Bills, who is adding a playful twist by introducing the SOURS by EXTRA Cheworkout Sweepstakes, and fans are invited to participate!

A Flavorful Experience

The newly introduced SOURS by EXTRA gum is available in two mouthwatering flavors: Blue Raspberry and Strawberry. Each variety is crafted to bring a unique taste experience, providing a bold alternative for those who crave something beyond traditional gum flavors. By infusing these unconventional tastes, EXTRA aims to elevate the mundane into a moment filled with flavor and joy.

According to Maria Urista, the Vice President of Marketing at Mars Snacking North America, “With SOURS by EXTRA, we're bringing a bold new twist of flavor to the gum category. Through this social-first launch with dancer Hailey Bills, we're inviting fans to experience the unexpected flavor in a fun, creative way.”

This statement encapsulates the brand's mission to not only provide a delightful chewing experience but to create a community engagement around the launch.

Embrace the Dance Challenge

The highlight of this launch is the Cheworkout Sweepstake, encouraging fans to get physically active while incorporating fun. Participants are invited to learn Hailey's dance moves, which creatively reflect the unexpected twist of the gum's flavor. By sharing videos of their renditions on TikTok or Instagram and tagging #CheworkoutSweepstakes, fans stand a chance to win exciting prizes, including a virtual dance lesson with Hailey Bills and exclusive packs of the new gums.

How to Enter

1. Comment on Hailey's Cheworkout video, sharing how you add an extra twist to your daily routines using the hashtag #CheworkoutSweepstakes.
2. For bonus entries, create a video inspired by Hailey’s dance moves reflecting your personal twist.
3. Tag @extragum in your entries and visit the link in the @extragum TikTok profile to complete your submission.

The grand prize includes a one-on-one dance tutorial with the beloved professional dancer, while secondary winners will receive packs of both new flavors of SOURS by EXTRA. This engaging challenge not only promotes the brand and products but also motivates participants to get moving, highlighting the connection between flavor, fun, and fitness.

Conclusion

EXTRA®'s innovative SOURS gum represents a significant leap in the brand's evolution, combining flavor excitement with social engagement. The partnership with Hailey Bills bridges the gap between culinary delights and entertainment, inviting everyone to draw inspiration from their shared experiences. This product could potentially revolutionize the gum landscape, providing both flavor and memorable moments, while the Cheworkout challenge encourages community participation. By blending taste with creativity and fun, EXTRA® continues to appeal to consumers looking for joyful experiences in their lives.

As the SOURS by EXTRA gum hits shelves nationwide, fans can anticipate a flavorful adventure ahead, turning simple chewing into extravagant enjoyment.