Expanding on the sharing offer across confectionery
FRUIT confectionery brand Mentos has expanded across the sharing format once again with the introduction of its new Mentos Sour Tones sharing pack.
The 150g bag is filled with three vibrant, sour flavour chews in Strawberry, Orange and Green Apple to deliver a zesty kick that finishes with a sweet, juicy taste.
Parent firm Perfetti van Melle (PVM) has said the launch seeks to tap into the rising popularity of sharing formats across the confectionery category which, according to Circana data, sat at £1.4billion in value sales terms for the 52 weeks ending 16 May.
Further to this, Unify research highlighted the strength that the Mentos brand sees within the sharing bag category. The format accounts for 22% of total Mentos value sales and this has been accelerating, with value sales up 50% and volume sales up 49% for the 52 weeks ending 21 April.
The new Mentos Sour Tones sharing bag comes with an RRP of £2 per pack and is suitable for vegans and made using natural colours to ensure the sweets can be shared out among friends.
In addition to this, the new pack format is set to receive a tranche of marketing support to boost awareness including across Bauer Media’s KISS radio network as well as a partnership with British music star Aitch. As part of this partnership, Mentos will have a three-part Instagram and TikTok series which will follow Aitch as he takes on an “unexpected challenge” that will finish with a surprise performance of his latest music track.
Victoria Gibson, Mentos junior brand manager at PVM, said: “Sour Tones is a significant opportunity for retailers to tap into two powerful trends at once: the continued growth of sharing formats and the Gen Z appetite for bolder, more exciting flavours.
“We’ve built this launch with real retailer support behind it – eye-catching POS paired with strong above-the-line activity is set to drive footfall and shopper engagement with an exciting summer of NPD for Mentos. We’re confident this will be a strong performer in the sharing fixture.”
