Mentos is expanding its sharing bag portfolio with the launch of Sour Tones, a new trio of fruit-flavoured sour chews.

The 150g doy pouch will launch exclusively in Sainsbury’s in July before rolling out to the wider grocery market. It contains strawberry, orange and green apple sweets, each combining an initial sour taste with a fruity finish.

The launch forms part of Mentos’ push into the £1.4bn sharing bag category, which accounts for 72 per cent of confectionery value sales. Sharing bags currently represent 22 per cent of the brand’s value sales, with Mentos reporting growth of 50 per cent in value and 49 per cent in volume across the format.

Sour Tones is vegan-friendly and made using natural colours. The brand said the product was developed to capitalise on growing demand for sour flavours, particularly among Gen Z shoppers.

The launch will be supported by point-of-sale materials and Mentos’ wider ‘Yes to Fresh’ marketing campaign.

As part of the activity, Mentos has partnered with Bauer Media’s KISS Network and BRIT Award-winning artist Aitch for ‘The Freshen Up’. The social-first activation will comprise a three-part Instagram and TikTok series, culminating in a surprise performance of the rapper’s latest track.

The campaign will also run across KISS, KISSTORY and KISS Xtra through branded content, music takeovers, playlists, competitions and live activations.

Victoria Gibson, junior brand manager at Mentos owner Perfetti Van Melle, said: “Sour Tones is a significant opportunity for retailers to tap into two powerful trends at once: the continued growth of sharing formats and the Gen Z appetite for bolder, more exciting flavours.

“We’ve built this launch with real retailer support behind it. Eye-catching POS paired with strong above-the-line activity is set to drive footfall and shopper engagement during an exciting summer of NPD for Mentos.

“We’re confident this will be a strong performer in the sharing fixture.”

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