Mentos, the UK’s eighth largest confectionery brand now worth £48.5m[1], is expanding its range with the launch of Mini Mentos: a new individually wrapped ‘treat size’ format that brings the iconic rolls in miniature. Packed in a sharing bag, the format is designed to help retailers capitalise on growing demand for seasonal sharing confectionery and portion-controlled treats.
Rolling out from July across major retailers before expanding into Asda, Farmfoods and other grocery channels later in the year, the new Mini Mentos sharing bags contain 18 individually wrapped ‘treat size’ rolls in four of the brand’s most popular flavours: Strawberry, Green Apple, Orange and Lemon.
Mini Mentos brings a brand shoppers already know and trust into the fast-growing £28m bag-in-bag market[2], tapping into rising demand for formats that combine shareability with convenience, portability and value. The launch capitalises on growing appetite for portion-controlled treats, with each mini roll containing just 41 calories.
Suitable for vegans, Mini Mentos gives retailers an inclusive confectionery option that caters to a broad range of shoppers. The format unlocks new consumption occasions and seasonal sales opportunities for the Mentos brand – from on-the-go snacking and sharing with friends, to trick-or-treating and key celebrations including Halloween and Eid.
Sarah du Plessis, Senior Brand Manager for Mentos at Perfetti van Melle, said: “Mini Mentos marks the brand’s first entry into the ‘treat size’ market in the UK, reflecting the growing consumer appetite for products that suit sharing occasions without compromising on portion control.”
“This new miniature format allows us to engage shoppers with something that’s both fun and convenient – perfect for everything from everyday sharing to seasonal events. Combined with our four best-loved flavours and vegan recipe, we’re confident Mini Mentos will help retailers capture incremental sales within the ‘treat size’ sharing segment.”
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