Mentos, the global number three candy brand [1], has launched two new Pure Fresh gum products: a Bubblefresh bottle and a Cherry roll. The new variants build on the significant +101 per cent [2] growth of the range, following its launch last year.
Fruit-flavoured gum currently occupies a 20 per cent share of the chewing gum market and recruits new and existing users by tapping into a more indulgent refreshment moment. The merging of fruit flavours with traditional, functional gum occasions, increases category penetration and is proven to build incremental sales.
Perfetti van Melle’s new Bubblefresh bottle and Cherry roll joins its Mentos Pure Fresh fruit gum portfolio with Tropical, Cherry and Bubblefresh available in a 50pc bottle and 8pc roll. Bottled gums support new “stock-up” shopper habits, which are becoming more popular, while the rolls tap into the impulse purchase, to assuage an immediate need for a quick, tasty pick-me-up.
The launches will be supported by a £2.1 million above the line “Yes to Fresh” campaign that encourages consumers to use indulgent refreshment to escape the mundane and say yes to unexpected situations. Disruptive in store, digital, VOD and out-of-home advertising will ensure maximum awareness, and there will also be focused sales support from March to drive visibility and availability of Mentos Pure Fresh at store level.
“There are 30 million gum chewers in the UK, but we have seen a decline in frequency, driven by consumer changes in habits due to reduction in travelling and commuting,” said Kim McMahon, Product Manager at Mentos. “That’s why we’re investing in the category, to ensure the products are front of mind to ultimately encourage more sales at till point – we want the nation to ‘Say Yes to Fresh’.”
RRPs: Pure Fresh Bubble Fresh Bottle £2.25, Pure Fresh Cherry Roll 0.65p
[1] Euromonitor 2020
[2] IRI YTD 2nd Jan 2021
