Mentos is setting the scene for a sweltering summer of confectionery sales with the launch of Mentos Mix on the Beach, a limited-edition unique flavour pack with fruity cocktail flavours.
Available to all retailers from March, until stocks last, Mix on the Beach (rrp 47p) contains three flavours: Peach Orange, Strawberry Banana and Passionfruit Mango.
Claire Powley, senior brand manager for Mentos, says: “We’re proud to be leading innovation within the category and driving sales during a key period of the year for retailers. On-the-go consumption represents 24% of the confectionery market ( IRI 52 we MAT to 10th September 2016) and there’s a huge opportunity during the warmer months to increase sales as consumers spend more time outside socialising. Mix on the Beach is a fun and unique addition to any fixture. We anticipate that it will appeal to a younger audience thanks to the bright packaging and tropical flavour combinations.”
Since launch, Mentos has seen 11 years of year-on-year growth in the UK, outgrowing competitors and its momentum is only continuing to build with total market sales accelerating at +5.8% (SIG Market Value Sales 28th January 2017). Mentos is driving growth within impulse once again by investing a record-breaking £3.5m in the brand, which includes its recent Mentos Mentors TV campaign.
Almost 100m rolls are sold each year, equating to over 4 million consumers. The launch will be supported with a strong ATL advertising campaign for the brand.