BRITONS spend £145.8m a year on mints but 70% of buyers only buy one mint variant according to Trebor brand owner Mondelez International. The firm, which says it already has a market-leading share of 38.5%, has recently extended its range by introducing Trebor Softmints Lemon Mint.
Senior brand manager Elena Mallo said: “We’re very excited about launching Softmints Lemon Mint.
“We believe this unique flavoured line extension will intrigue shoppers, and ultimately help drive sales.”
• The mints and gum category has seen increased consumer demand for fruit flavours in recent years, reckons Levi Boorer customer development director at Ferrero. The company has responded with a range of new products.
“Tic Tac Mixers, is a flavour-changing experience,” Boorer said.
“Available in two flavours, Cherry Cola and Peach Lemonade, both variants melt from their sweet fruit layer into a sparkling secondary flavour.
“Our research shows that nearly two thirds of existing Tic Tac consumers will buy Mixers in addition to the core range.”
• Single packs account for 58% of sales in the mint market according to Perfetti Van Melle, which says its mints brand Mentos is growing by 3.1% year on year.
Trade marketing manager Mark Roberts said Mentos had become one of the main mints brands in Britain, now worth over £22m with a 6.6% share of sales in the “core mints market.” All Mentos lines, including spearmint, fruit and choco flavours, are said to be growing with overall brand sales up by 14.5%.
“Over £2m is invested in the brand each year keeping it prominent,” Roberts said.
