Trebor introduces first sugar-free variant for Extra Strong brand

Trebor, the number one mint brand in the UK[i], has introduced the first sugar-free variety of its iconic Extra Strong brand. Sugar-free Trebor Extra Strong Minis are available now in two pack formats – a 12.6g dispenser pack and a 44.5g 100-mint pot pack.

Trebor is the UK’s number one mint brand with a 34.6%[ii] share of the mints market in the UK – nearly double the share of its nearest rival[iii]. Three out of the top four selling mints products[iv] in the market are Trebor SKUs.

Trebor Extra Strong Minis will engage the increasing number of consumers moving to sugar-free alternatives. With 15%[v] of Trebor Extra Strong buyers also buying sugar-free mints, the launch is sure to have a positive impact on the brand and category.

Trebor Extra Strong Minis follow this year’s launch of Trebor’s first ever hard-boiled, sugar-free candy – Trebor Cool Drops, which have less than 100kcal per pack.

Laura Trampe, Brand Manager for Trebor, said: “Growth for Trebor is being driven by products such as Trebor Multipacks and, more recently Trebor Cool Drops.”

“Trebor Extra Strong Minis offer the intense hit of refreshment from Trebor Extra Strong Peppermint in a sugar-free compressed format. Extra Strong is an iconic sub-brand with a high level of awareness among UK consumers[vi]. By offering Trebor Extra Strong Minis in two appealing formats, we know that shoppers looking for sugar-free offerings will have the perfect product in the right pack format for them”.

The Trebor brand is being supported throughout 2019 by the successful ‘Give Me Strength’ campaign, which has helped increase Trebor brand awareness by 8%[vii]. The campaign, which launched earlier this year, showcases the brand’s no-nonsense attitude, calling out relatable but exasperating everyday situations using the well-known British phrase.

Retailers can also find advice on how to boost their mint sales further on www.deliciousdisplay.co.uk.

[i] Nielsen Insight Studio 52 w/e July 2019, Value sales

[ii] Nielsen value sales MAT w/e 05.10.19

[iii] Kantar 52 w/e 19.05.19

[iv] Nielsen Insight Studio 52 w/e July 2019, Value sales

[v] Kantar 52 w/e 19.05.19

[vi] Ipsos brandslive study, 2017

[vii] Twitter Brand Survey, 06.05.2019