A BREATH OF FRESH…GUM MENTOS LAUNCHES NEW FLIPTOP FORMAT

 

Mentos, one of the UK’s leading mint and gum brands, is freshening up the market with not one but four innovative new launches this Summer. Guaranteed to breathe life into the gum category, Mentos is updating its popular White gum range with a new fliptop format, as well as introducing a fruity Bubble Fresh flavour in a bottle.

Available in three sugar-free flavours; peppermint, spearmint and bubble fresh, Mentos Fliptop Gum comes in brightly coloured packs guaranteed to stand-out on the shelf and catch shopper’s attention. At just 60p each, they offer great value for money, and are sure to be popular with retailers and customers alike. Each portable box contains 15 non-filled round chewing gum pieces, 50% more pieces than the closest competitor for a similar price, making it an ideal on-the-go or impulse purchase.

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Mentos hasn’t just stopped there; the brand is also adding a delicious new fruity mint flavour to its popular bottle format. Designed specifically to appeal to a younger audience, Bubble Fresh is a sugar-free gum in an eye-catching pink and white bottle. 70% of 13-17 year olds chew gum[1], with research showing fruity flavours are by far the favourite, a winner for any retailers looking to extend their young adult offering.

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Claire Powley, Marketing Manager for Perfetti Van Melle, says: “The gum category is currently worth £289million, but is declining 5% YOY[2]. As an industry, we have a responsibility to ensure we’re constantly rejuvenating the market, and addressing both areas of growth and decline. Sales can be revived, and our new collection of innovative formats and flavours will put the spotlight back on gum, proving it’s a category we can have a lot of fun with and continue to grow.”

 

[1] Gum Study Metrix lab 2016

[2] IRI 52 we MAT March 2017

Author: kimbarnard

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