The UK’s number one mint brand (Nielsen w/e 20.05.17), Trebor, is launching its Softmints in a pot format (rrp £1.70 per 100g, cases of 36).
Available from August 7, the new convenient 100g pots will come in both the peppermint and spearmint Softmint variants. With its larger format, the new pot has been created to allow consumers to easily enjoy the mints on-the-go, making it ideal for desktops at work, in a bag for the daily commute or in the car for long journeys.
The pot format is now worth £4.5m in the mints category and growing at 230% (IRI w/e 21.06.17) and the launch of these popular mints (Nielsen w/e 20.05.17) in a convenient format aims to help retailers drive further mint sales.
Oliver Wilcox, brand manager on Trebor, said: “Trebor Softmints pots will see the UK’s No.1 mint brand enter into a format that is growing quickly in the market. Trebor Softmints are the number three and four best selling mint singles (Nielsen w/e 20.05.17) so we know that consumers love the product and are confident that they will be trade up to the pot to enjoy them in more places and in more occasions.
“The pot format is in double digit growth (IRI w/e 21.06.17) which offers a huge opportunity for both the category and retailers. Both variants are highly incremental to one another, with only 11% overlap between peppermint and spearmint (Kantar Worldpanel, 52 w/e 06/17), so retailers should stock up on both to ensure they can offer choice for their customers.”