Minty relaunch

Mentos updates refreshment category with chewy mints

By Kristine Sherred contact

- Last updated on GMT

Mentos holds 7% of the mint category, and the chewy mints hope to add some flair to catch consumers this summer. Pic: Perfetti van Melle
Mentos holds 7% of the mint category, and the chewy mints hope to add some flair to catch consumers this summer. Pic: Perfetti van Melle

Related tags: Mints, Confectionery

Perfetti Van Melle (PVM) wants to target the on-the-go consumer with the Chewy & Fresh mints, which will launch in a resealable bottle in May.

Mentos holds 7% of the mint market, according to IRI, a category PVM says could use a shake-up.

“Refreshment is under pressure to stand up against traditional sugar confectionery – the category needs some excitement injected back into it,”​ said Mark Roberts, trade marketing manager.

PVM claims that Mentos Chewy & Fresh are the first of its kind. The company is releasing them ahead of summer when sales of mints and gum tend to spike.

The ‘smaller yet powerful’ format lends itself to consumers looking for refreshment on the go, and the resealable bottle keeps the 90-piece pack fresh.

The chewy mints differ from standard Mentos in that they offer a stronger flavor, the company said.

Roberts encouraged retailers to keep their displays stocked and organized to boost sales. In a category with so much variety in style, size and flavor, consumers can be ‘overwhelmed,’ he said.

Nonetheless, PVM continues to develop new products across its brand portfolio to sustain consumer interest in confectionery, often an impulse purchase.

Related topics: Perfetti Van Melle

Related news

Follow us

Featured Events

View more

Products

View more

Webinars