After being launched by sugar confectioner Perfetti Van Melle in summer 2022, Mentos Fanta has been awarded Product of the Year 2023. The highly respected award confirms the status of the chewy treat as a firm consumer favourite.
The launch saw two global power brands from candy and soft drinks join forces to make the orange drink Fanta available in a chewable format. Previous Product of the Year winners on average see a sales rise by 10-15 per cent, so this win is likely to increase demand for the already popular sweet.
Mentos Fanta launched globally last year in varying pack formats to fit multiple different consumption occasions. The product is now within the bestselling fruit single lines in convenience, petrol and travel. Perfetti Van Melle will bolster the hype around the limited-edition product throughout 2023 with a further £700k marketing investment, which will be expressed though a blend of OOH, VOD, and influencer work.
“We are delighted that Mentos Fanta has won Product of the Year,” said Mark Roberts, Marketing and Trade Marketing Director at Perfetti Van Melle UK. “The brand mash-up has performed even better than we had hoped for, proving the power of two cult favourite brands coming together in a delicious category-bridging product.
“We already had fantastic market penetration for Mentos Fanta, and winning Product of the Year is going to boost awareness of the product even more. Since the news broke, we have been busy putting all the necessary steps in place to keep up with the demand that we know is ahead of us. The success of this has prompted us to explore more major brand collaborations in the future, so watch this space as we continue to say, ‘Yes to Fresh’ with Mentos in a whole host of new, refreshing ways.”
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