Candy brand Mentos has added a new flavour to its portfolio: Mentos Xtra Strong.
The mintier than ever peppermint variant is now available in both single roll (RRP: £0.60) and multi-pack (RRP: £1.29) formats.
While strong mint flavours are traditionally popular with older shoppers, the brand hopes to target a younger audience with the new chewy mint in an Xtra strong flavour.
“We’re very excited about this new addition to the Mentos family,” said Sarah Elmer, Mentos brand manager. “The team has been working hard to create the right flavour profile which although has that refreshment kick isn’t too powerful.”
“It performed exceptionally well in taste tests with a 90 per cent liking. We’ll be promoting Xtra Strong via our Me & You campaign later this year, so retailers can expect to see traction via this with shoppers actively seeking out not only this flavour but Mentos rolls and multipacks generally.”
The new multi-pack format (4 rolls per pack) taps into a growing trend with sales of multipacks are up 7 per cent in supermarkets YTD.
The brand’s Me & You loyalty programme encourages shoppers to snap, share and win big prizes with Buyagift by sharing their Mentos selfies.
The product is gelatine free and suitable for nut and dairy allergy sufferers.