Mentos Enters Beverage Market With Non-Sparkling, Jelly Bite-Infused Drinks

Iconic confectionery brand Mentos, a subsidiary of Perfetti Van Melle, marks its debut in the beverage industry with a unique line of non-sparkling drinks featuring exciting jelly bite infusions.

Crafted in a slim 240ml format, the new range showcases three delectable flavor variations inspired by Mentos mints and gum: lemon and mint, apple soda kick, and fruity mix. Intriguingly, these Mentos beverages boast low sugar content, appealing to health-conscious European consumers.

The renowned global licensing manager, Marta Ballesteros, expresses her excitement, emphasizing the brand's dedication to innovation and delivering exceptional experiences. She confidently predicts that this groundbreaking creation will captivate the discerning palates of individuals, offering an unexpected and delightful taste sensation.

Manufactured by Namyang of South Korea under Perfetti Van Melle's license, these enticing drinks are distributed in the European market through Engel Foreign Food B.V., a prominent Dutch company.

Kihoon Kim, the director of Namyang's overseas department, exclaims with pride, referring to their globally recognized quality and taste, citing the successful launch of Chupa Chups sparkling beverage in 2018. With the introduction of the Mentos drink, they aim to again provide unparalleled pleasure to people worldwide.

Perfetti van Melle also recently launched the £1.5 million 'yes to fresh' campaign to promote its Mentos Pure Fresh Gum range. Running until mid-September, this exciting campaign will air during peak morning, breakfast, and drive time on popular radio stations Capital and Capital Xtra.

In addition to the radio coverage, targeted VOD, YouTube, and TikTok advertisements will be visible until late August. And for a unique interactive experience, sampling activity will also occur at the Barcode Festival on 6 July.

The campaign aims to spotlight all five delightful Mentos Pure Fresh Gum varieties, showcasing its fully recyclable paperboard bottle. Sarah du Plessis, the brand manager at Mentos, enthusiastically shared, "Currently, Mentos Pure Fresh Gum is surpassing the growth of chewing gum bottles by an astounding 47%, contributing to an impressive 19% of the overall growth in the last 52 weeks. With our latest investment, we aim to build on this success and ensure that Mentos Pure Fresh remains the go-to choice for those seeking a burst of long-lasting freshness."

By strategically targeting adults, the campaign is projected to reach an impressive 78% of the audience and deliver an estimated 40.4 million impressions.

Photo: Lucas Santos/Unsplash