Perfetti Van Melle is launching Mentos Discovery, which offers a category-first 14 different flavour sweets in one roll.
Mentos Sweets are now a £33.4m brand with sales up 43.7% in the latest 12 weeks (Circana). Meanwhile, mixed fruit flavours dominate the hard chew sweets category, worth £71m (Circana), with recent research proving there is a burgeoning appetite among sweet eaters for exotic flavours. Mentos Discovery’s 14 flavours are passionfruit, lychee, blueberry, blackcurrant, lime, strawberry, raspberry, orange, lemon, watermelon, banana, grape, cherry and pineapple.
They are available in Morrisons now with a wider roll out to additional stores throughout the spring.
The launch will be supported over the summer with a £1m, above-the-line campaign and further amplified via PR, OOH, social media and a paid influencer programme.
Sarah du Plessis, brand manager of Mentos said: “Research shows that a younger audience is more experimental and actively seeks more innovative flavours. Flavour really is at the heart of the Mentos brand, so we are perfectly positioned to deliver this. Mentos Discovery is an opportunity to drive further appeal among younger audiences while offering something new for our existing fans, helping to disrupt the stale everyday with fresh fun.”
