Mentos to launch 14-fruit-flavour Discovery roll

• Supplier: Perfetti Van Melle
• Product: Mentos Discovery
• RRP: 65p (single), £1.25 (three-pack)
• Available: spring 2024

Perfetti Van Melle has unveiled Mentos Discovery, a new vegan variety with 14 different fruit-flavour sweets in one roll which the supplier is calling a category first.

Mentos Discovery will be available to convenience retailers from the end of April in a single roll in plain and price-marked formats (65p RRP) as well as a three-roll multipack (£1.25 RRP).

Its 14 flavours include: passion fruit, lychee, blueberry, blackcurrant, lime, strawberry, raspberry, orange, lemon, watermelon, banana, grape, cherry and pineapple.

Perfetti Van Melle targets young shoppers with Mentos Sour Gum

The UK launch, which will be the first in the world, comes as Mentos is the fastest-growing top-10 sweets brand, worth £31.19m according to Circana. Its Mentos Fanta launch was named as a 2023 Product of the Year, while 57% of Mentos rolls sales come from its mixed fruits flavours.

The supplier said it is targeting younger confectionery consumers who are looking for new and exotic flavours.

It will be supporting the launch with a £1m marketing campaign which includes Kiss FM radio sponsorship, influencer marketing, wrapped buses in two major cities, and YouTube and video on demand advertising.

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