Experiments with flavour and texture from Mentos
FRUITY confectionery brand Mentos has unveiled its latest piece of innovation for the sharing segment with its new Experimentos sweets.
Set to shake up sharing opportunities this summer, the new sweet invites consumers to mix, match and experiment with different flavours with the addition of new jelly sweets that shoppers can place traditional Mini Mentos sweets inside to enjoy all in one bite.
Each 150g bag contains two distinct sweets, with four flavours of Mini Mentos – Strawberry, Green Apple, Orange and Lemon – alongside five different jelly sweets in Raspberry, Green Apple, Orange, Pineapple and Raspberry.
Parent firm Perfetti van Melle (PVM) said the new treat has been designed to unlock 15 unique flavour combinations through a multi-textured sweet experience that is crunchy, chewy and gummy all in one.
The new treat comes as sharing formats continue to see growth across the confectionery category as well. According to Unify data, the bag format now accounts for 22% of total Mentos value sales and have grown 50% in value and 49% in volume over the course of the year to 21 April.
Additioanlly, PVM said that Experimentos has been designed to resonate strongly with Gen Z audiences which the firm noted was the “most experimental” confectionery consumers in the market.
Mentos Experimentos will also be supported by a disruptive marketing campaign across the summer months alongside organic social media activity and high-impact POS materials for the retail channel to help drive visibility.
Each 150g pack comes with an RRP of £2 and will land across Sainsbury’s shelves from 22 July before it rolls out more widely across the sector in August.
Sarah du Plessis, Mentos senior brand manager at PVM, said: “The fruit bag segment is one of the most exciting growth spaces in sugar confectionery right now, and Experimentos is our most ambitious move yet to capitalise on that. A bold, category-first innovation, this is a must-stock for any retailer looking to drive incremental sales.
“Gen Z are rewriting the rules of confectionery consumption – they want flavour excitement, textural surprise and the freedom to make it their own. Experimentos was created entirely around that insight. Delivering a unique flavour experience with every bite, Mentos is inviting consumers to say ‘Yes to Fresh’ like never before.”
