Aimed at young adults, the five variants feature combinations of milk, plain and white chocolate with mint, honeycomb and fondant, and come in green boxes designed for sharing.
They entered the competitive twist-wrap arena dominated by the likes of Cadbury's Miniature Heroes, Nestlé Rowntree's Quality Street and Masterfoods Celebrations brands.
With three pack sizes ranging from 250g to 450g and priced from £2.99, Mingles were aimed at sharing and positioned as "casual, anytime eating at an everyday price".
The company predicted the brand would be worth £12m by the end of its first full year of sales and invested nearly £3m in advertising in the run up to Christmas. Executions featured a plumber working in a ladies' changing room who is forced to hide in the shower when the sportswomen return unexpectedly.
The awareness-raising seems to have had the desired effect, with sales figures well over halfway to the company's first year target by the end of the brand's fifth month on shelf. According to Information Resources, Mingles had already achieved sales of just under £7m by February 23 2003, and Bendicks claims the brand is the top five twistwrap brand.
A £3.5m marketing spend is planned for this year, with TV ads accounting for around £2.5m.

{{MARKETING - BRANDWATCH }}

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