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Perfetti Van Melle taps Amazon Dash for Mentos

By Oliver Nieburg+

03-Aug-2016
Last updated on 03-Aug-2016 at 17:26 GMT2016-08-03T17:26:13Z

Amazon Dash allows one-click reordering through wi-fi-connected device. Photo: PVM
Amazon Dash allows one-click reordering through wi-fi-connected device. Photo: PVM

Perfetti Van Melle has signed up to Amazon Dash for its Mentos brand, allowing consumers to order gum and mints by pressing a button.

Amazon Dash is a physical button connected to wi-fi that enables consumers to reorder products by tapping the device.

Earlier this year, Hershey’s Ice Breakers mints become available for reorder via Amazon Dash. Wrigley’s Orbit gum, as well as some Doritos, Gatorade and Quaker products, is also available through the service.

Catering to the digital consumer

The Amazon Dash button for Mentos comes with a removable hook and reusable adhesive for consumers to place the device where desired.

They can then tap the button to order the product and a green light will indicate the order has been processed.

Sylvia Buxton, vice president of marketing for Perfetti Van Melle USA, said consumers were shifting purchasing and media consumption to the digital space.

“Mentos wants to be at the forefront of this movement,” she said.

Major confectioners have been shoring up their presence in e-commerce in the last year. Mondelēz has partnered with Amazon in the US and teamed with Alibaba in China in April. Mars , Nestlé  have also stuck up partnerships with China's online retailer Alibaba in recent months.

Analytics firm Profitero says e-commerce and services such as Amazon Dash can mitigate sales loses for impulse goods affected by the rise of self-service checkouts and better-for-you items.

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