Mentos is looking to freshen up the gum market with four new launches this summer.
The brand’s White gum range gets a new fliptop format, and new fruity flavour Bubble Fresh makes its debut in a bottle format.
Available in three sugar-free flavours: Peppermint, Spearmint and Bubble Fresh, Mentos Fliptop Gum comes in brightly-coloured packs designed to stand-out on the shelf and catch shoppers’ attention. At an RSP of 60p, each box contains 15 non-filled round chewing gum pieces, 50% more than the closest competitor for a similar price.
The brand is also adding a new fruity mint flavour to its bottle format. Designed specifically to appeal to a younger audience, Bubble Fresh is a sugar-free gum in a pink and white bottle.
Claire Powley, Marketing Manager for Perfetti Van Melle, said: “The gum category is currently worth £289million, but is declining 5% YOY. As an industry, we have a responsibility to ensure we’re constantly rejuvenating the market, and addressing both areas of growth and decline. Sales can be revived, and our new collection of innovative formats and flavours will put the spotlight back on gum, proving it’s a category we can have a lot of fun with and continue to grow.”
