Mentos, the world’s number two sweets brand, is hitting the UK this month with the aim of shaking up the stagnating sugar confectionery market.
If successful, the chewy mint and fruit-flavoured sweets will become the first new name to enter the top 10 league table for years, in a market falling 3.1% in value (The Grocer’s Top Products Survey, y/e October 1, 2005) as people swap to healthier treats.
The brand will be distributed and marketed by Chupa Chups Perfetti van Melle, formed of two companies that joined forces after the collapse of
Food Brokers last year and that now owns Fruit-tella, Mentos, Chupa Chups and Smint. It is launching a multimillion-pound TV and print advertising campaign in the next few months and is adapting the product to the UK market by launching it in two sugar-free varieties in reclosable flip-top boxes at 59p each. It will also be sold in the traditional rolls in mint, mixed fruit and strawberry flavours (rsp: 35p).
Chupa Chups Perfetti van Melle MD Graham Dyer said Mentos, sold in more than 150 countries, already had strong brand recognition among UK consumers. “We have high expectations that the global success of the Mentos brand will be replicated in the UK.”
The company believes there is room for a new contender in the soft mints category, which is dominated by Trebor.
The wide range of stockists - WH Smith, Boots, Esso, BP, Shell, Asda, Morrisons and the Co-op - will help guarantee its success, according to marketing director Mark Stangroom.
“The UK has a very dynamic confectionery market, but you need to be sure you are coming up with the right package or see products disappear in six months,” he said. “Our consumer research shows people think Mentos has a superior taste.”
Ruby Wax cowers from a female kickboxer in one of a series of creatives from Ryvita as part of its sponsorship of the latest series of Celebrity Fit Club, starting on ITV1 and ITV2 on Tuesday (January 10). A series of 11-second bursts show Wax, herself a former Fit Club contestant, finding Ryvita a far easier choice than a number of gym workouts, each focusing on a different product in the Ryvita range.
Claire Hu