Perfetti Van Melle has changed Mentos Pure Fresh Gum’s packaging to paper, making it the first paper bottle packaging in UK confectionery.

According to the supplier, the move will reduce the plastic in Mentos Gum packaging by 93%.

The new paper bottle will first launch in Co-op stores this November across the full Pure Fresh range of Cherry, Tropuical and Fresh Mint varieties.

The supplier will support the launch with a nationwide outdoor advertising campaign printed on FSC-certified materials.

Perfetti Van Melle launches new Mentos and Smint formats

Kim McMahon, product manager of Mentos Gum, said: “Sustainability is a key business focus for Perfetti Van Melle, and we have robust goals to meet in our own Reduce, Recycle, Recover program, which aims to deliver against meaningful measures to reduce plastics in our packaging. The Mentos Gum Paper Bottle is launched hot on the heels of our recent switch to paper sticks in the original lollipop, our beloved Chupa Chups brand – a step that will eliminate around 5,000 metric tons per year of plastic globally over the next three years.”

Currently, Mentos Pure Fresh Gum is growing at 27%, outperforming the overall gum category, which is worth £281m and growing by 15%.

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