Mentos launches Duo Packs with recyclable outer wrapper

Leading gum brand Mentos has announced the launch of new Mentos Gum Duo Packs.

Each Duo Pack consists of two Mentos Pure Fresh gum rolls at an RSP of just £1, within the category’s first-ever 100% recyclable outer wrapper.

Valued at £11.6m, Mentos Gum has demonstrated steady growth of 19 per cent over the past year, enhancing the brand’s status as a market leader. In response to increased demand for Mentos’ range of both Mint and Fruit variants, the two growing at 12.5 per cent and 13.4 per cent respectively, Mentos Gum Duo Packs are available in four best-selling flavours; Cherry, Bubble Fresh, Fresh Mint, and Tropical.

Following the successful introduction of Mentos Pure Fresh Gum’s fully recyclable Paperboard Bottle in 2022, Mentos Gum Duo Packs’ pioneering paper outer wrapper continues to forward the brand’s sustainability goals.

Brand owner Perfetti Van Melle aims to provide 100 per cent of consumer packs with disposable indicators by 2025, as demonstrated by Duo Pack’s handy OPRL to encourage at home recycling.

“We’re pleased to offer even more moments of freshness with our new Mentos Gum Duo Packs,” Sarah Du Plessis, senior brand manager at Mentos, said.

“Launching during a summer of major marketing investment, Duo Packs will benefit from the halo effect of Mentos’ £1.5m media gum campaign, including OOH, VOD, YT, POS and influencer and social media engagement. Awareness will be at an all-time high, supporting in-store sales and driving new, Gen Z audiences to the category.”

Mentos Gum Duo Packs begin their roll out across grocery, high street, forecourts, and convenience stores from June.