Perfetti Van Melle is expanding its Mentos range with the launch of Mini Mentos, a new individually wrapped 'treat size' format aimed at helping retailers tap into growing demand for sharing confectionery and portion-controlled snacks.
Rolling out from July across major retailers before expanding into Asda, Farmfoods and other grocery channels later this year, the new sharing bags contain 18 miniature rolls in four of Mentos' most popular flavours – Strawberry, Green Apple, Orange and Lemon.
The launch marks Mentos' first entry into the UK's £28 million bag-in-bag confectionery segment, with the brand looking to build on its position as the UK's eighth-largest confectionery brand, now worth £48.5 million.
Designed to combine convenience, portability and value, each individually wrapped mini roll contains 41 calories, catering to growing consumer demand for portion-controlled treats.
Perfetti Van Melle said the vegan-friendly format also creates new consumption occasions for the brand, including on-the-go snacking, sharing with friends and seasonal events such as Halloween and Eid.
The new Mini Mentos range is designed to capture demand for treat size confectionery and boost impulse sales in convenience retail.Photo: Handout
Sarah du Plessis, senior brand manager for Mentos at Perfetti Van Melle, said the launch reflects changing shopper preferences.
“Mini Mentos marks the brand's first entry into the 'treat size' market in the UK, reflecting the growing consumer appetite for products that suit sharing occasions without compromising on portion control,” she said.
“This new miniature format allows us to engage shoppers with something that's both fun and convenient – perfect for everything from everyday sharing to seasonal events. Combined with our four best-loved flavours and vegan recipe, we're confident Mini Mentos will help retailers capture incremental sales within the 'treat size' sharing segment.”