Mentos

Joined Stuart Alexander portfolio    
1992

Market coverage
Australia

Principal
Perfetti Van Melle
Lainate, Milan, ITALY

About MENTOS

In March 2001, Van Melle, the Dutch maker of the world-famous hard coated chewy Mentos candy merged with Perfetti, a privately-owned Italian company producing and distributing candies and chewing gum. Originally created in the 1890s, the Mentos brand can be found all around the world. Perfetti Van Melle is the world’s third largest confectionery (sugar and gum) group.

Key challenges

• The pocket pack segment in Australia is led by Wrigley’s Eclipse Mints supported by heavy annual investment in TV advertising, aggressive price promotional activity in-store and new flavours
• A highly competitive segment, other well-known brands including Ferrero’s Tic Tac candies and Nestlé’s Lifesavers invest significantly in above and below the line marketing and promotional programs
• Parallel imported product is also a current and ongoing challenge for the Mentos candy brand

Key successes

• Since 2006 the range of flavours has expanded beyond mint providing a vital point of difference and moving the brand out of the functional/ breath freshening segment popular with an older market to candies for enjoyment attracting a more youthful market
• On a regular basis a new ‘seasonal’ flavour is introduced into the market to create consumer excitement supported by point of sale and media
• New pack formats have been introduced for different consumers/shoppers/channels:
  
  • Single mini rolls for the route channel appealing to children
  • Bottle formats for keeping in the car for structured petrol and convenience
  • Multi-stick packs popular in grocery
  • Catering packs of individually wrapped candies for foodservice
• Parallel imports have been successfully combated by working closely with the relevant retailers to develop a beneficial solution for both parties