Mentos Sweets, the second largest brand in the hard chews category – now valued at £43.4m – is expanding its sharing bag range with the launch of Feeling Berry Good. Joining the existing Fruit Mix sharing bag, the brand is giving consumers even more moments to say Yes to Fresh!
Mentos Feeling Berry Good comprises of three fresh and delightful berry flavours; tangy cherry, juicy Blueberry and refreshing raspberry. This vegan-friendly treat offering not only delivers bursts of berry goodness but also features the signature Mentos experience – a crisp outer shell with a soft, chewy centre that fans know and love.
Designed for ultimate enjoyment and sharing, Feeling Berry Good taps into the growing demand for sharing bags, which now dominate the confectionery market, accounting for 71.4% of sweet value sales. As the segment continues to thrive, this launch reinforces Mentos’ strategic commitment to expanding its presence in this space, strengthening its portfolio with a compelling offering on shelves, perfectly suited for any Big Night In occasions and beyond.
Arriving in Morrisons from early April, with a wider roll-out across grocery and discount channels in the pipeline, the launch is timed perfectly to meet the growing demand for berry flavours, which have consistently outperformed the sugar confectionery market, rising +22% YOY compared to the total sweets category at 7.7%. Berry flavours also continue to be a consumer favourite, with red fruit growing 19% in the last year – and cherished for its vibrant colours, indulgent flavour and mood lifting effect, whilst Raspberry, Cherry, Blackcurrant, and Mixed Berry sweets saw a 10% rise in sales.
The launch of Feeling Berry Good will be supported by tactical, eye-catching POS materials in-store to drive visibility and awareness. It will also benefit from the halo effect of Mentos’ disruptive summer ABTL media campaign, spanning VOD, OOH, YT, influencers and social media, ensuring the brand stays front of mind for shoppers nationwide.
Sarah du Plessis, brand manager of Mentos, said: “We’re delighted to kick off 2025 with Feeling Berry Good as the latest addition to our sharing bag range! Berry flavours continue to be a huge hit with consumers, and this demand isn’t going anywhere.
“We know that flavour and great taste are the biggest drivers in the sugar confectionery category and Mentos is primed to deliver! Feeling Berry Good brings something fresh and exciting to the category, ensuring shoppers can enjoy a flavour-packed, quality treat they’ll want to come back to time and time again.”
