Confectionery brand Mentos has announced it will be expanding its portfolio by growing its Sour Tones range into sharing bags, one of the category’s most popular formats.
Initially launching into Sainsbury’s stores this month, ahead of a wider grocery rollout, the new 150g bags are filled with three sour flavour chews - Strawberry, Orange and Green Apple.
As a flavour-forward format, the NPD is designed to capitalise on the accelerating growth of sour flavour. With flavour ranking as the number one reason Gen Z consumers try something new, Sour Tones is “well-placed to convert trend interest into trial,” Mentos said.
Vegan friendly and made with natural colours, Sour Tones also arrives with serious marketing support. Mentos has partnered with Bauer Media’s KISS Network and BRIT Award-winning artist Aitch for a campaign called The Freshen Up, a social-first activation as part of its Yes to Fresh initiative.
Designed to resonate with Gen Z audiences, the campaign celebrates spontaneity, creativity and saying yes to fresh experiences, while extending across KISS, KISSTORY and KISS Xtra through branded content, music takeovers, playlists, giveaways and live activations.
Victoria Gibson, Mentos junior brand manager at supplier Perfetti Van Melle, said: “Sour Tones is a significant opportunity for retailers to tap into two powerful trends at once - the continued growth of sharing formats and the Gen Z appetite for bolder, more exciting flavours.
“We’ve built this launch with real retailer support behind it - eye-catching POS paired with strong ATL activity is set to drive footfall and shopper engagement with an exciting summer of NPD for Mentos. We’re confident this will be a strong performer in the sharing fixture.”
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