In what it is hailing as a “first in the gum industry,” Perfetti Van Melle has unveiled new paper packaging for Mentos Pure Fresh Gum.
The new bottle is made with 90% paper and launches in around 600 Co-op food stores this month, across the full Mentos Pure Fresh flavour range of Cherry, Tropical and Fresh Mint.
The move represents a significant step towards Perfetti Van Melle’s wider sustainability goals and will reduce the plastic in Mentos gum packaging by 93%. It follows the confectionery giant’s recent switch to paper sticks for its Chupa Chups lollipop brand, which will eliminate 5,000 tonnes of plastic globally over the next three years.
A nationwide out-of-home campaign printed on FSC-certified materials will support the launch and a Blis geotargeting campaign will identify consumers close to stores which stock the paper bottles.
Kim McMahon, Product Manager of Mentos Gum, said: “Sustainability is a key business focus for Perfetti Van Melle, and we have robust goals to meet in our own Reduce, Recycle, Recover programme, which aims to deliver against meaningful measures to reduce plastics in our packaging.”
