XXX Mints launches ‘soft’ version to take on gum market

The XXX Softmints have been specially formulated to deliver the same powerful, fresh burst of peppermint, which the original XXX Mints are famously known for, in a deliciously chewy format to create a soft in texture, yet strong in flavour mint, said a spokesperson.

According to Valeo, consumer feedback indicated soft mint alternatives are often too weak in flavour or too brittle in texture, so it created the product to strengthen the current offering in the confectionery market.

As a chewable sweet with a long-lasting flavour, XXX Softmints provide consumers with the burst of freshness they’re looking for without any of the problems that come with gum, it claimed.

Russell Tanner, marketing and category directory at Valeo Confectionery, said: “We regularly innovate to meet new consumer demand and this insight-led NPD is perfectly timed to capitalise on the decline of chewing gum and the uptick in soft mint sales (a £37m market according to IRI data).​

“Our modern twist on the classic, strong mint flavour offers something new for loyal consumers who have loved the mints for the past 30 years, as well as opening them up to new audiences. We’ve created a product we’re proud of that we know our customers will love​.”

The launch of XXX Softmints is supported by a marketing campaign designed to highlight the strong flavour and soft texture of the sweet and will run online during the autumn.