Mentos, the global number three candy brand, has introduced an exciting and powerful new flavour to its portfolio. Mentos Xtra Strong is now available in both single roll and multi-pack formats. Having seriously impressed consumers via a taste testing panel, the mintier than ever peppermint variant is set to be a must-stock for retailers.
Currently dominated by gum and hard mints, the sugar based refreshment category has seen little innovation recently. Mentos is the first brand ever to bring a chewy mint in an Xtra strong flavour to market and hopes to inject a fresh dose of excitement with this delicious new flavour.
Strong mint flavours are traditionally popular with older shoppers (Kantar data shows 57% of Xtra strong shoppers are aged 55+) but Mentos Xtra Strong gives retailers a new opportunity to target a younger audience, because of its unique format. Perfect for those looking to re-fresh their breath after a cup of coffee, after lunch, or whilst on the go. The new flavour and format also offer retailers plenty of different siting opportunities in store to meet these needs.
Mentos is growing at 8% YTD in total market, giving retailers another positive reason to invest in the brand and its innovative product range. In addition to singles, the new multi-pack format (4 rolls per pack) taps into a growing trend (sales of multipacks are up 7% in supermarkets YTD). Both the single and multi-pack will be included in the brand’s Me & You loyalty programme which encourages shoppers to snap, share and win big prizes with Buyagift by sharing their Mentos selfies.
Mentos Brand Manager Sarah Elmer said: “We’re very excited about this new addition to the Mentos family. The team has been working hard to create the right flavour profile which although has that refreshment kick isn’t too powerful. It performed exceptionally well in taste tests with a 90% liking. We’ll be promoting Xtra Strong via our Me & You campaign later this year, so retailers can expect to see traction via this with shoppers actively seeking out not only this flavour but Mentos rolls and multipacks generally.”