Mentos is to add a burst of berry to its rolls range with the launch of the Feeling Berry Good roll, available now across cash and carry.
Following the success of the sharing bag from March last year, the brand is looking to convert this momentum into an on-the-go format, bringing cherry, blueberry and raspberry flavours to the fixture as a single offering.
Supplier Perfetti Van Melle (PVM) said berry is one of the fastest-moving flavour segments in confectionery, with berry-flavoured sweets accelerating at more than three times the rate of the total sweets category.
Translating a successful sharing flavour into a single roll allows Mentos to “tap directly into that demand in the format where purchase decisions are most likely to be made in-store on impulse missions,” it said.
It adds that single rolls feature in 52% of baskets in symbols and independents, and the brand’s latest launch is designed to help retailers capitalise on this opportunity, driving incremental sales through a format shoppers already over-index on.
Sarah du Plessis, Mentos senior brand manager at PVM, said: “Singles are where impulse really happens. They’re the products shoppers pick up without planning, and the ones retailers count on to keep tills moving. Feeling Berry Good has already proven it can win with shoppers in sharing, so bringing it into singles was about putting that success to work in a format that keeps the fixture fresh!
“From a retail point of view, this is about confidence. It’s a simple, recognisable addition that fits naturally into the singles line-up and plays to how people actually shop in convenience. Berry delivers that reassurance, while the roll format makes it easy to shop, easy to range and easy to repeat purchase.”
The launch will be supported throughout the year with engaging social media activity alongside trade show presence, ensuring strong visibility across wholesale and convenience.
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