A major integrated TV and print advertising campaign will be used to support the launch of the world’s number two sugar confectionery brand, Mentos, in the UK.
The brand, which belongs to the Chupa Chups Perfetti van Melle stable, currently sells in more than 150 countries.
Mentos roll packs are available in three varieties: mint, mixed fruit and strawberry fresh, which will be sold at 35p. In addition, there will be a sugar-free variety, which will be available in mint and mixed fruit and sold in re-closable flip top boxes at 59p.
Chupa Chups Perfetti van Melle managing director Graham Dyer said: “We have high expectations that the global success of the Mentos brand will be replicated in the UK. It’s a hugely successful brand with people of all ages, with a particularly strong following from young people. We have thoroughly researched our range of flavours with consumers who have clearly told us that they prefer Mentos to other brands.
“There is certainly scope for a new entrant to what is essentially a multi-million pound market and the response we have already received from wholesalers and retailers has been extremely positive. We believe we can grab a significant share of the market. This is a very exciting time for the brand and the company.”
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