Mentos rolls out berry best-seller: Feeling Berry Good into singles to drive impulse growth

Mentos – the confectionery brand behind the number one Fruit Single^[1] – is adding a burst of berry bliss to its iconic range with the launch of the Feeling Berry Good roll, available now across cash and carry. Following the success of the sharing bag debuted in March last year, the brand looks to convert this momentum into an on-the-go format, bringing the same beloved trio of Cherry, Blueberry and Raspberry flavours into the fixture as a single offering.

Perfetti Van Melle currently holds a 17% share of all branded singles sold in the UK, making it the market leader in on-the-go confectionery^[2]. Its’ singles portfolio is now worth 64million RSV, up +31% versus 2022, with 33 consecutive periods of growth^[3]. Performance has been driven by continued flavour-led innovation, with Mentos generating 20million in singles alone^[4].

Berry is one of the fastest-moving flavour segments in confectionery, now worth £179million and growing +12%, with berry-flavoured sweets accelerating at more than three times the rate of the total sweets category^[5]. Translating a successful sharing flavour into a single roll allows Mentos to tap directly into that demand in the format where purchase decisions are most likely to be made in-store on impulse missions.

Delivering the brand’s signature crisp shell and soft centre while being vegan-friendly – made with natural colours – the Feeling Berry Good roll gives independent retailers a straightforward way to refresh their range in confidence with a proven flavour in a proven format. Singles feature in 52% of baskets in symbols and independents^[6] and the brand’s latest launch is designed to help retailers capitalise on this opportunity, driving incremental sales through a format shoppers already over-index on.

The launch will be supported throughout the year with engaging social media activity alongside trade show presence, ensuring strong visibility across wholesale and convenience.

Commenting on the launch, Sarah du Plessis, Mentos Senior Brand Manager at Perfetti Van Melle, said: “Singles are where impulse really happens. They’re the products shoppers pick up without planning, and the ones retailers count on to keep tills moving. Feeling Berry Good has already proven it can win with shoppers in sharing, so bringing it into singles was about putting that success to work in a format that keeps the fixture fresh!

“From a retail point of view, this is about confidence. It’s a simple, recognisable addition that fits naturally into the singles line-up and plays to how people actually shop in convenience. Berry delivers that reassurance, while the roll format makes it easy to shop, easy to range and easy to repeat-purchase.”