Mentos is launching a brand-new range of chewy mints this May – Chewy & Fresh. Debuting ahead of the summer refreshment sales spike, the new mints offer a unique burst of long-lasting minty freshness, in a smaller yet powerful format.
Perfetti van Melle (PVM) is introducing the range for the on-the-go consumer, looking for refreshment wherever they are. Available in a handy resealable bottle, people can throw the pack in their bag or keep in the car, and feel confident that their mints will remain satisfyingly chewy and fresh.
Differing from the traditional Mentos mints, the 90 candy pieces bottle are more compact for an even stronger minty experience, and will come in the popular Peppermint and Lemon Mint flavours.
Mark Roberts, Perfetti Van Melle Trade Marketing Manager, said: “Refreshment is under pressure to stand up against traditional sugar confectionery – the category needs some excitement injected back into it. At PVM we’re actively driving this through a raft of new innovation across our brand portfolio.
“Mentos Chewy & Fresh is the first bite-size chewy mint, great for on-the-go and creating fresh connections.”
As the number three brand within the mints and gum category, Mentos mint has a 7% market share of the mint market. The launch will be supported by social media activity, engaging a younger audience.
Roberts continues: “Retailers should ensure that their range is fully stocked and kept neat and tidy to boost refreshment sales, as shoppers can often be overwhelmed by the amount of variations on offer. Our Mentos POS is also effective for encouraging people to try the new formats and flavours that are on offer.”
 IRI Mat 8th Dec 18