PVM supports mints and gums category with Mentos and Smint activity

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Confectionery manufacturer Perfetti Van Melle (PVM) is launching new products and campaigns for its Mentos and Smint brands, following “sharp declines in sales across the board from March”.

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The company has launched its Mentos Extra Strong mints in single rolls and multi-packs and its sugar-free Mentos PureFresh variant in a single roll format, available in Tropical, Bubble Fresh, and Fresh Mint flavours.

Mentos Xtra Strong single rolls retail at 60p and multi-packs at £1.29.

Mentos PureFresh singles retail at 55p.

The Mentos brand is also receiving an on-pack loyalty programme, “Me & You”, where it will give away daily, monthly, and grand prizes with gift experience brand Buyagift.

The programme will be supported by a media campaign encouraging people to share selfies via social media to win “experiences for two”, including spa days and aerobic flying lessons.

PVM is also launching a “Fresh behind the mask” campaign for its Smint brand, encouraging people to “ensure their breath remains minty fresh behind face masks, whether they are travelling on public transport, visiting their local salon or just doing the weekly shop”.

The campaign is running across social media platforms and in-store. PVM will be providing retailers with new POS tools, including shelf wobblers, clip strip headers, parasite units, stickers, and bus-stop signs.

Brand manager for Mentos and Smint UK Sarah Elmer said: “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.”

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