PVM taps into rising demand across confectionery channel
CONFECTIONERY brand Mentos has unveiled new multipack formats for its Feeling Berry Good flavour variant.
Launching in a three-pack and five-pack formats, the new multipacks aim to capitalise on the rising popularity of the Feeling Berry Good flavour off the back of what parent firm Perfetti Van Melle (PVM) has called the success of the variant’s sharing bag format.
The new formats seek to cater towards the take-home mission, household sharing opportunities and stock-up shops. This also follows on from the launch of the new single pack format for Feeling Berry Good earlier this year.
The new formats feature either three 37.5g rolls or five 37.5g rolls with RRPs of £1.50 and £2 respectively.
Additionally, the launch will seek to further the popularity that has been seen for berry flavours across the confectionery space as of late. According to Circana data, berry flavours are now worth £179million in sweets and have grown value sales by 12% over the course of the year to 27 December 2025.
These new packs will drive up this opportunity particularly with younger shoppers, says PVM, where fruit flavours tend to over-index in the category. Furthermore, PVM reckons that new flavours and formats will resonate most strongly with the age group who tend to make a purchase from the confectionery category on an impulse.
To support the launch of the multipack formats, PVM has said it will benefit from a range of organic social media and in-store POS materials to help drive up awareness of the new formats and drive more shoppers to the sweets aisle.
Sarah du Plessis, senior brand manager at Mentos, said: “Bringing Feeling Berry Good into multipacks is an exciting step for Mentos and for retailers. We’re taking one of our fastest-growing flavours and unlocking a new space in the fixture, giving shoppers a format that fits perfectly with everyday sharing and stock-up occasions.
“Multipacks remain hugely underdeveloped in sweets, so this launch is all about helping retailers tap into that clear headroom with a proven flavour trend and a format shoppers already love across the store.”
