Nestlé Confectionery’s Polo mints brand has revealed a sugar free extra strong variant, and will be sponsoring the Oral Health Foundation’s National Smile Month, which begins on May 16.
Available from May 9, Polo sugar free extra strong (rrp 50p) joins standard Polo sugar free, which is the UK’s number one sugar free mint.
Nestlé says the sugar free mints are growing in popularity with consumers, with Polo sugar free singles up 2.8% and worth £4.6m. Sales of Polo sugar free extra strong are expected to be incremental to the brand, as consumers demonstrate little crossover between mild and strong mint flavours.
In consumer testing, 80% of extra strong mints and gum consumers had strong purchase intent with 60% saying they would buy more than three times a week.
With fewer than 10% of confectionery launches being sugar free, both standard Polo sugar free and Polo sugar free extra aim to appeal to consumers who are restricting sugar consumption due to concerns around tooth decay.
The new Extra Strong mints will be sampled across the UK to coincide with National Smile Month - May 18 to June 18.
This year the Polo brand has benefited from a redesign. The refreshed packaging heroes the iconic shaped sweet, as well as improving stand out on shelf. The brand will also be supported by a digital advertising campaign, featuring a series of short films on video on demand, including YouTube and 4OD.
A Nestlé UK & Ireland spokesperson said: “2016 is set to be a big year for the Polo brand, with a host of exciting activities ranging from revamped packaging to a real focus on the growing area of sugar free. The launch of new Polo sugar free extra strong will provide retailers with an excellent opportunity to capitalise on incremental sales and profits as consumer research has shown both little crossover from mild mint consumers, and a high purchase intent from extra strong mint consumers.”