Perfetti Van Melle has launched new Mentos and Smint gum editions with vitamins and health benefits, to help boost appeal for both brands in a new market.
The leading confectionery brand has analysed that immunity enhanced products are growing in relevance as shoppers, revealing that 45% shoppers globally are purchasing more food and drink with added health benefits in the wake of Covid-19.
Just in time for flu season, the new Mentos range contains recommended daily vitamins such as B6, C and B12, and features a liquid centre that provides “long lasting freshness” with a variety of citrus flavours to choose from.
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Additionally, Mentos Gum has shown growth of +36% this quarter alone and “consistently outperforms its competitors,” Perfetti Van Melle says.
Smint has also launched a new on-the-go mint, Smint Defensive, in response to the growing demand for immune enhancing products.
The innovative product builds on the brand’s strong foundations as the leading sugar-free brand in the category.
Containing Vitamin C, B6 and Zinc, which support the immune system and contribute to the reduction of tiredness and fatigue, Smint Defensive’s sugar free peppermint lozenges join a growing Smint portfolio.
“Health is significantly higher on the agenda for many of us heading into the winter months and because of this we’ve seen a phenomenal rise in demand for products that deliver added benefits,” brand manager at Mentos Gum, Sarah Elmer said.
She added: “The new Mentos Citrus Vitamin Gum offers consumers a hit of delicious freshness which excites the mouth and awakens the mind – all while contributing to their wellbeing.”
Brand manager of Smint, Caroline Grimshaw commented: “With the majority of the Medicated market now sugar-based and subject to HFSS restrictions, new Smint Defensive provides the ideal sugar-free alternative that not only tastes great but is packed full of added benefits.
“The widely recyclable packaging targets the environmentally conscious consumer, too – helping everyone to bring out their best self,” Grimshaw added.
The news comes as Perfetti Van Melle unveiled new paper packaging for its Mentos Pure Fresh Gum range last month in Cherry, Tropical and Fresh Mint flavours.