Mentos Gum, now worth £13.6m, is expanding its Pure Fresh Gum range with the launch of two new Strawberry SKUs – the UK’s number one flavour – designed to appeal to younger shoppers and increase purchases.
Mentos Pure Fresh Strawberry will be available in Tesco from August in a 70g 35-piece format, as well as a 2x15g Duo pack following in WHSmith, RRP £2 and £1 respectively, presenting retailers with packs that answer all consumer need states; on-the-go, at home, or in the car.
The Duo pack outer will be made with the same paper and OPLR compliant, household recyclable materials as the other four SKUs in the pioneering range, making it the first gum multipack wrapper that is paper-based and does not contain plastic.
Mentos Pure Fresh Strawberry Gum has a liquid-filled centre that bursts with long-lasting strawberry flavour. As the nation’s most loved flavour, it’s now worth a remarkable £105m and fuelling double-digit growth in the market at +18%. Mentos continues its winning streak too, with its Pure Fresh range worth an impressive £9.3m, growing +3% in value sales versus last year.
The launch is supported by a bold social media campaign that champions’ Mentos unbeatable taste and flavour, urging consumers to say ‘Yes to Fresh’.
Strawberry is the sixth flavour to join the Mentos Pure Fresh range, sitting alongside Fresh Mint, Spearmint, Bubble Fresh, Cherry and Tropical.
Sarah Du Plessis, senior brand manager – Mentos at Perfetti Van Melle, said: “Strawberry is the number one flavour in confectionery, so we have every confidence that this launch will help to freshen up the category, driving sales and profits for our retail partners.
“Mentos Pure Fresh Strawberry Gum has performed exceptionally well in taste tests, with three in four consumers saying it had a ‘great flavour’ and two-thirds preferring it over the market leader. We are a strong, relevant and credible number two gum manufacturer, growing presence through superior flavour.
