SMINT innovates with extra strong Menthol mint

SMINT has launched the first extra strong menthol power mint to the market – SMINT Xtrm with Menthol and Eucalyptus. The new sugar-free variant is available to purchase now.

Thanks to the intense combination of menthol and eucalyptus, SMINT Xtrm provides invigorating freshness and an instant feeling of relief in the throat and nose, which is especially appealing for the looming winter cold season.

Perfetti van Melle is at the forefront of the category and, thanks to constant innovation, has continued to drive momentum on the brand. As a result, SMINT is growing at +7.5% MAT Mints, all the more impressive considering mints and gums and the brand’s competitors are currently in decline.

With 73% of sugar free and reduced sugar sales incremental to the confectionery category[1], and the PVM sugar-free portfolio growing at +7.3%, the brand is building on this success to increase the choice of products to ensure broadened audience appeal and boosted sales for retailers.

Hannah Acres, Smint Brand Manager, said: “This launch has been designed to build on the success of this year’s hugely successful SMINT Fresh To Impress media campaign. Our new SMINT Xtrm is a must-stock for retailers; the extra strong menthol flavour presents something completely new to the UK mints market, whilst tapping into the continued trend for sugar-free products.”

[1] Kantar World Panel 16 November 2017