Mints on the move

Trebor Softmints

TREBOR brand owner Mondelez has been bigging up its new pot format as just the thing to appeal to busy consumers on the move.

Two Trebor Softmint flavours are available in a 100g pot, a format which Mondelez said taps into a growing market.

Quoting figures produced by IRI, Mondelez said the pot format is now worth £4.5m to the mints category with sales growing at 230%.

Oliver Wilcox, brand manager for Trebor, commented: “Trebor Softmints pots sees the UK’s number one mint brand enter into a format that is growing quickly in the market.

“Trebor Softmints pots are the number three and four best-selling mint singles so we know that consumers love the product and are confident that they will trade up to the pot to enjoy them in more places and in more occasions.

“The pot format is in double digit growth which offers a huge opportunity for both the category and retailers. Both variants are highly incremental to one another, with only 11% overlap between peppermint and spearmint, so retailers should stock up on both to ensure they can offer choice for their customers.”