Sugar confectioner Perfetti Van Melle is entering the functional foods market with Mentos Gum and Smint, containing functional benefits.
Enhanced products are growing in relevance as shoppers adopt a more holistic approach to self-care; 45% shoppers globally are purchasing more food and drink with added health benefits in the wake of Covid-19 (Innova).
Mentos Gum has shown growth of +36% this quarter alone (Perfetti) and with cold and flu season in full swing, Perfetti felt the time was ripe for the launch of Mentos Citrus Vitamin Gum (RRP £2.40), which contains 45 pieces of gum per bottle. Like all Mentos Gum products, this Vitamin Gum is sugar-free. It also contains 25% of recommended daily vitamins B6, C and B12. The tangy liquid filled centre gives long lasting freshness, made up of a blend of citrus flavours; orange, grapefruit, and lemon.
Smint has launched a new on-the-go mint, Smint Defensive (RRP £1), 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 and are available in a widely recyclable 18-piece Flip Top Box.
Sarah Elmer, brand manager at Mentos Gum, said: “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. The new Mentos Citrus Vitamin Gum offers consumers a hit of delicious freshness which excites the mouth and awakens the mind – all whilst contributing to their wellbeing.”
Caroline Grimshaw, brand manager at Smint, said: “With the majority of the Medicated market now sugar-based and subject to HFSS restrictions, new Smint Defensive provides the ideal, and appealing, 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!”
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