Mentos opens up multipack growth with new Feeling Berry Good launches

Mentos is moving its fast-growing Feeling Berry Good flavour into multipacks, giving retailers a new way to tap into one of the most underdeveloped opportunities in confectionery.

Launching in discounters from late May in 3MP and across grocery from June in 5MP respectively, Mentos Feeling Berry Good multipacks bring together the beloved Cherry, Blueberry and Raspberry chews in one vibrant berry trio. The new format builds on the success of the Feeling Berry Good sharing bag and gives the brand a bigger role in take-home, family sharing and stock-up missions, while keeping the playful, flavour-first energy that has made Mentos a staple of the fruit sweets fixture.

For retailers, the launch lands where shopper behaviour and category headroom meet. Multipacks are a default purchase across much of the store, from crisps and biscuits to soft drinks and dairy, yet in sweets they account for just 3% of the category^[1]. That gap creates a clear conversion opportunity, particularly as shoppers look for better value per roll, easy portion control and formats that work across more than one moment.

The launch also answers a clear flavour opportunity. Berry flavours are worth £179million in sweets and growing +12%, while berry-flavoured sweets are up +22% year on year, significantly ahead of the total sweets category at +7.7%^[2]. Mentos is already a £48million brand, growing +10% in value and +12% in volume, giving retailers a proven name with a flavour proposition that is moving with the market^[3].

Feeling Berry Good gives the fixture a stronger reason to speak to younger shoppers; fruit flavours over-index with younger shoppers, while innovation resonates most strongly with younger, less habitual buyers. With berry identified as one of the on-trend flavour spaces driving growth, the new multipacks help retailers refresh the range with a proposition that feels timely and easy to understand at shelf.

Commenting on the launch Sarah du Plessis Senior Brand Manager of Mentos said: “Bringing Feeling Berry Good into multipacks is an exciting step for Mentos and for retailers. We’re taking one of our fastest-growing flavours and unlocking a new space in the fixture, giving shoppers a format that fits perfectly with everyday sharing and stock-up occasions. Multipacks remain hugely underdeveloped in sweets, so this launch is all about helping retailers tap into that clear headroom with a proven flavour trend and a format shoppers already love across the store.”

To support the launch, Mentos Feeling Berry Good multipacks will benefit from organic social media and in-store POS, helping the new packs act as a bright, low-effort trigger for shoppers who may not have planned to enter the sweets aisle.