Guaranteed to breathe life into the gum category, Mentos is updating its white gum range with a new fliptop format, as well as a fruity Bubble Fresh flavour in a bottle.

Available in three sugar-free flavours; peppermint, spearmint and new bubble fresh, Mentos Fliptop Gum comes in brightly coloured packs guaranteed to stand-out on the shelf and catch shopper’s attention. Each portable box (rrp 60p) contains 15 non-filled round chewing gum pieces, 50% more pieces than the closest competitor for a similar price.

The new fruity mint bubble fresh flavour is a sugar-free gum in an eye-catching pink and white bottle. 

Claire Powley, marketing manager for Perfetti Van Melle, says: “The gum category is currently worth £289million, but is declining 5% YOY (IRI 52 we MAT March 2017). As an industry, we have a responsibility to ensure we’re constantly rejuvenating the market, and addressing both areas of growth and decline. Sales can be revived, and our new collection of innovative formats and flavours will put the spotlight back on gum, proving it’s a category we can have a lot of fun with and continue to grow.”