Perfetti Van Melle is targeting the growing sharing market and younger consumers with the launch of two new packs – Mentos Fanta Pouch Bag and Mentos Fruit Mix Pouch Bag.
Sharing bags are the most popular pack format in confectionery, accounting for 71.4% of sweet value sales. Fruit flavours are currently driving growth in sweets, whilst hard chews are growing ahead of the total category, up 17.8% and now worth £71m.
The brand noted that since its initial launch in 2022, the existing Mentos Fanta Rolls and Multipacks have delivered incremental sales to the portfolio, meaning that extending the format of the third bestselling flavour to include Pouch Bags was a natural next step.
Mentos has also reintroduced its most-loved flavour roll, Fruit Mix, worth £5.1m, in new Pouch Bags. The new format will also contain the addition of a Green Apple & Blackcurrant sweet.
Sarah du Plessis, Brand Manager of Mentos, said: “With 63% of sweet consumers looking for a wider range of flavours, and exotic variants having the greatest appeal to sweet eaters, we know that people are looking for new and exciting products to try. Younger Gen Z shoppers in particular are an experimental audience looking for innovative options to enjoy with friends. We expect the sharing bags to increase sales penetration amongst this demographic, as well as drive frequency with existing customers. This format also allows us to establish ourselves in different positions around the store, helping Mentos reach more people than ever before.
“Mentos Fanta has taken the market by storm since launch and these pouch bags will further expand its popularity. In addition, with consumers actively searching for multi-flavoured sweet products we expect the Fruit Mix bags to prove a hit, especially as they are great for sharing with others and guessing what the flavours are.”
Mentos Fanta Pouch Bag (140g) and Mentos Fruit Mix Pouch Bag (140g) are launching across grocery, forecourt and online channels, with an RRP of £1.50. The launch will be supported with in-store activations and POS throughout the year.
