Perfetti Van Melle has added a new variant to the Mentos range.
Mentos Xtra Strong is now available in both single roll (rrp: 69p) and multi-pack (rrp: £1.29) formats.
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
The brand is growing at 8% YTD in total market while the new multi-pack format is designed to tap into a growing trend with sales of multipacks up 7% in supermarkets (Kantar).
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.”