Mentos is moving its fast-growing Feeling Berry Good flavour into multipacks, giving retailers a new way to tap into one of the most underdeveloped opportunities in confectionery.
Launching across grocery from June in 5MP, Mentos Feeling Berry Good multipacks bring together the popular Cherry, Blueberry and Raspberry chews in one colourful berry trio. The new format builds on the success of the Feeling Berry Good sharing bag and gives the brand a bigger role in take-home, family sharing and stock-up missions.
For retailers, the launch lands where shopper behaviour and category headroom meet. Multipacks are a default purchase across much of the store, from crisps and biscuits to soft drinks and dairy, yet in sweets they account for just three per cent of the category. That gap creates a clear conversion opportunity, particularly as shoppers look for better value per roll, easy portion control and formats that work across more than one moment.
The launch also answers a clear flavour opportunity. Berry flavours are worth £179m in sweets and growing +12 per cent, while berry-flavoured sweets are up +22 per cent year on year, significantly ahead of the total sweets category at +7.7 per cent. Mentos is already a £48million brand, growing +10 per cent in value and +12 per cent in volume, giving retailers a proven name with a flavour proposition that is moving with the market.
“Bringing Feeling Berry Good into multipacks is an exciting step for Mentos and for retailers,” said Senior Brand Manager Sarah du Plessis. “We’re taking one of our fastest-growing flavours and unlocking a new space in the fixture, giving shoppers a format that fits perfectly with everyday sharing and stock-up occasions. Multipacks remain hugely underdeveloped in sweets, so this launch is all about helping retailers tap into that clear headroom with a proven flavour trend and a format shoppers already love across the store.”
To support the launch, Mentos Feeling Berry Good multipacks will benefit from organic social media and in-store POS, helping the new packs act as a bright, low-effort trigger for shoppers who may not have planned to enter the sweets aisle.