Building impulse sales through sour sweet demands
CONFECTIONERY brand Mentos has tapped into the demand for more sour sweets in the category with the launch of its new Sour Tones packs.
Available in 37.5g single roll packs as well as larger 120g hanging bag formats, the new variant offers shoppers three different sour flavours with Green Apple, Strawberry and Orange in one pack.
Each Sour Tones chew starts with a zesty sour kick, says parent firm Perfetti Van Melle (PVM), and finishes on a juicy, fruity flavour to deliver a “flavour rollercoaster” to encourage consumers to pick up the launch more frequently.
The range will roll out to wholesalers including Dhamecha, Spar, Parfetts, United Wholesale Scotland, Filshill and United Wholesale Grocers before being followed up by managed impulse stores.
In addition to this, the range is suitable for vegans and made using natural colours. Sour Tones will be backed by what PVM has described as a “tease-and-reveal” social campaign along with digital support in-store.
The launch comes at a time when the Mentos brand has gone from strength to strength, says PVM, backed by Circana research which found the brand has grown by 10% in value terms and 12% in volume over the 12 months to December 2025.
This new launch also follows on from the introduction of the new single roll pack format for the Mentos Feeling Berry Good variant.
Victoria Gibson, Mentos junior brand manager at PVM, said: “Sour continues to be one of the fastest-growing flavour trends, making up 12% of the market and wroth £171million in sales.
“Sour-flavoured products are growing 4.5 times faster than the total market. Sour Tones hits the sweet spot for Gen Z consumers while offering retailers a compelling opportunity to drive incremental sales and profits from this high-growth flavour space.”
