Confectionery manufacturer Perfetti Van Melle is offering what it claims is a category-first of 14 different flavour sweets in one roll of its Mentos brand.
The company noted that mixed fruit flavours dominate the Hard Chews Sweets category, worth £71m in L52w, with recent research showing there is a burgeoning appetite among sweet eaters for exotic flavours.
Mentos Discovery is aiming to break new ground in the category with 14 flavours including passion fruit, lychee, blueberry, blackcurrant, lime, strawberry, raspberry, orange, lemon, watermelon, banana, grape, cherry and pineapple.
The launch of Mentos Discovery will be supported over the summer with a £1m above-the-line campaign, and further amplified via PR, OOH, social media and a paid influencer programme.
Sarah du Plessis, Brand Manager of Mentos, said: “Research shows that a younger audience is more experimental and actively seek more innovative flavours. Flavour really is at the heart of the Mentos brand, so we are perfectly positioned to deliver this. Mentos Discovery is an opportunity to drive further appeal among younger audiences while offering something new for our existing fans, helping to disrupt the stale everyday with fresh fun!
“We’ve put a lot of thought into the flavour variety to ensure we were truly offering something unique. Vegan-friendly Mentos Discovery allows consumers to say Yes to Fresh and embrace fruity goodness from the crunchy outer shell right through to the chewy centre.
“After the success of limited-edition Mentos Fanta – winner of Product of the Year 2023 and a twice-extended production run due to popular demand – we know that this latest innovation from Perfetti Van Melle is really set to hit the sweet spot with our consumers.”
The product has launched in Morrisons, with a wider rollout to additional supermarkets throughout Spring.
