Perfetti Van Melle has launched a new ‘Mix of Minis’ range of miniature formats across its Fruittella, Mentos and Chupa Chups brands.
The launch comes in response to growing hygiene concerns around unwrapped confectionery and sharing.
The new concept offers 200-piece cases of individually wrapped lines to be sold at 15p each or as part of a ‘4 for 50p’ promotion. Available from wholesalers from 18 June, the sweets are intended to to help independent retailers add growth back to the category after over 80% of them said they had removed unwrapped confectionery following the pandemic.
With the individual pieces containing as little as 38 calories, ‘Mix of Minis’ caters to health-conscious consumers who want to enjoy confectionery without committing to larger sticks, rolls or lollipops.
The cardboard shelf ready packaging creates strong shelf standout and is fully recyclable.
PVM’s loyalty scheme will be adding ‘Mix of Minis’ trays to its offering this year for new and existing members and aims to site and signpost in 5,000 stores by the end of 2021.
Sarah Elmer – Brand Manager at Perfetti Van Melle, said: “Our new ‘Mix of Minis’ range was launched to help retailers reinvigorate Pick & Mix offerings after a tough year for unwrapped confectionery, by offering fantastic value for money in a vibrant, innovative format. We work to continuously provide more ways for shoppers to enjoy our brands that they know and love.”
