Perfetti Van Melle unveils measures to arrest decline in mint and gum sales

Perfetti Van Melle said it has implemented several measures to revitalise the refreshment category as the coronavirus restrtictions are now being eased.

With many of the traditional consumption occasions for mints and gum taken off the table, the lockdown has accelerated an ongoing decline in the category, which has lost over £110 million – £70 million to gum and £41 million to mints – in the past five years, the firm noted.

Perfetti Van Melle said its new product launches and media campaigns are set to breathe fresh life into the category.

The new products recently launched by the confectionery giant include Mentos Xtra Strong Roll & MP and its sugar-free PureFresh gum in a new single format.

Mentos Xtra Strong is the first chewy mint in a strong peppermint flavour, and PureFresh, which is available in two traditional mint flavours as well as two fruity variants is a tasty and eye-catching new addition to the confectionery aisle.

The confectioner has also launched two new media campaigns, urging shoppers to re-consider the mint and gum category.

The first, Smint’s ‘Fresh behind the mask’ encourages young people to ensure their breath remains minty fresh behind face masks. The two-part campaign is estimated to reach millions over the coming months. The first wave saw Smint reach almost 5,000,000 via social media, and the creative will now roll out in-store too.

Mentos has just launched a new on-pack loyalty programme ‘Me & You’ where it will give away daily, monthly and grand prizes with Buyagift.

Sarah Elmer, brand manager for Mentos and Smint UK, commented: “It’s understandable that Covid and lockdown have impacted the refreshment category and particularly mints and gum with many of the key usage moments not there. However, retailers shouldn’t lose hope as we’re passionate about injecting innovation into the category and investing in activity to drive rate of sale to ensure sales recover.”

“Along with restrictions lifting we’re busy creating new usage occasions for mints and gum such as working from home or out and about with face coverings. We’re really positive about the coming months and want our retail partners to know we’re devoting a lot of time and attention to mints and gum to ensure they see a turnaround in sales.”

The Perfetti Van Melle team will be providing new, eye-catching POS including shelf wobblers, clip strip headers, parasite units, stickers and bus-stop signs to retailers to capitalize on the opportunity. Contact [email protected] if you are interested in receiving these materials.