Nestlé’s Polo announces “sugar free” focus for 2016

Nestlé Confectionery’s  mint brand Polo has two big announcements this week: the launch of brand new Polo Sugar Free Extra Strong and the sponsorship of the Oral Health Foundation’s National Smile Month.

Polo Sugar Free Extra Strong will be available from May 9 in single format (£0.50 RRP). The Extra Strong variety joins standard Polo Sugar Free, which is the UK’s No.1 sugar free mint [IRI].

The new launch represents a lucrative opportunity for confectionery retailers. Sugar free mints are growing in popularity with consumers, with POLO Sugar Free singles up 2.8% and worth £4.6m.

Nestlé says sales of  Sugar Free Extra Strong are expected to be incremental to the brand, as consumers demonstrate little crossover between mild and strong mint flavours.

Both standard Polo Sugar Free variants are accredited by charity the Oral Health Foundation, with the endorsement featuring on pack so consumers can’t miss it. This year, Polo has announced it is to be a sponsor of the Foundation’s National Smile Month; the largest and longest running oral health campaign in the UK with the aim of promoting better oral health. The month will run from May 16 to June 16.

Around  250,000 of the new Extra Strong mints will be sampled across the UK to coincide with National Smile Month.

The Polo brand will also be supported by a digital advertising. The campaign will feature a series of short films on VOD, including YouTube and 4OD.


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