Twice as nice… Leading confectionery manufacturer, Perfetti Van Melle, celebrates dual success as both Mentos Discovery (Sweets) and Mentos Duo Packs (Gum) are awarded the title of Product of the Year (POTY) for 2025.
This marks Perfetti Van Melle’s – and Mentos’ – third, consecutive POTY win. Mentos Fanta was awarded the prestigious title in 2023, whilst Mentos Pure Fresh Gum and Fruit-tella Curiosities were crowned winners in 2024, proving the brand’s consistent innovation and ability to capture consumer enthusiasm year after year.
After an unmissable launch in March 2024, Mentos Discovery single rolls have delivered a staggering £1.3m in value sales alone. This milestone accounts for £1.9m incremental value sales to the brand and is a testament to the strength of its category-first innovation, boasting 14 different flavours in one roll. As the 2nd largest player in the hard chews category, the success of Mentos Discovery speaks not only to its exceptional taste and freshness, but also to the resonance of new and exciting flavours with modern consumers.
Equally remarkable is the recognition of Mentos Duo Packs that deliver both practicality and freshness, marking the second consecutive win for the brand in the Gum category. Following last year’s victory with Mentos Pure Fresh Paper Bottles, the launch of Duo Packs – another category first with its fully recyclable paper outer multipack – has once again demonstrated how innovation and sustainability go hand-in-hand to drive consumer enthusiasm. Valued at an impressive £14.7m, with Pure Fresh Gum alone worth £9.6m, Mentos continues to lead the category with unbeatable flavour and innovation that sticks.
To build on this momentum, Mentos will roll out a £1m summer media campaign later this year spanning PR, OOH social, influencers, VOD and eye-catching in-store POS. The campaign is designed to drive further awareness and engagement, ensuring that “Yes to Fresh” continues to be a compelling call to action for consumers and retailers everywhere.
Sarah du Plessis, brand manager at Mentos said: “We’re absolutely thrilled to celebrate this double win for Mentos! Innovation is at the heart of everything we do, and it’s incredibly rewarding to see consumers embrace our new products with such enthusiasm. From the bold flavours of Mentos Discovery to the sustainable brilliance of Duo Packs, we’re proving that fresh thinking really can deliver big results—whether it’s in taste, convenience, or sustainability. This is just the beginning of what’s shaping up to be an exciting year for Mentos, and we can’t wait to see what’s next!”
