Mentos, the £48m confectionery brand behind the UK’s number one Fruit Single, is set to shake up the sharing bag segment with an imaginative, category-first innovation: Experimentos. Inviting consumers to mix, match and experiment with flavour and texture like never before, rolling out in late August.
Each 150g bag contains two distinct sweets: four popular flavours of Mini Mentos – Strawberry, Green Apple, Orange and Lemon – alongside five jelly varieties in Raspberry, Green Apple, Orange, Pineapple and Raspberry. Together, they unlock 15 unique flavour combinations, each delivering a multi-textured experience that is simultaneously crunchy, chewy and gummy.
The launch represents a landmark move for Mentos into the fast-growing jellies segment, strategically leveraging its established brand credentials to disrupt the confectionery aisle. With 10-15 per cent of confectionery sales attributed to innovation, new products remain a proven driver of trial, new shopper acquisition and long-term category growth – and Experimentos is designed to deliver on all three.
As sharing formats continue to grow across the category, bags already account for 22 per cent of total Mentos value sales, growing at +50 per cent in value and +49 per cent in volume. Experimentos is built to accelerate that momentum further, targeting Gen Z – the most experimental confectionery consumers in the market. With 25 per cent of 18–25-year-olds actively seeking new sweets with unique flavours, and 18 per cent citing interesting textures as a key purchase driver, the NPD is strongly positioned to capture that desire.
“The fruit bag segment is one of the most exciting growth spaces in sugar confectionery right now, and Experimentos is our most ambitious move yet to capitalise on that,” said Sarah du Plessis, Mentos Senior Brand Manager at Perfetti Van Melle. “A bold, category-first innovation, this is a must-stock for any retailer looking to drive incremental sales.”
“Gen Z is rewriting the rules of confectionery consumption – they want flavour excitement, textural surprise and the freedom to make it their own. Experimentos was created entirely around that insight. Delivering a unique flavour experience with every bite, Mentos is inviting consumers to say ‘Yes to Fresh’ like never before.”
This disruptive launch will be supported by an equally disruptive marketing campaign for Mentos this summer, alongside organic social media activity and high-impact in-store point of sale in retail driving visibility of the NPD alongside the brand’s wider portfolio.