Mentos Discovery: Sweet engagement
To celebrate the launch of Mentos Discovery, Perfetti Van Melle teamed up with Dhamecha to deliver a showstopping in-depot activation
When launching a new product, it pays to ensure it will stand out, as the team at Perfetti Van Melle knew when launching Mentos Discovery; a category first with 14 different-flavoured sweets in one roll. By pairing an exciting new product with an attention-grabbing display and a promotion that’s not to be sniffed at, you can be sure retailers will stop and take notice.
In-depot activations are a commercial game changer when it comes to boosting retail engagement, as Vinod Ramji, General Manager at Dhamecha Hayes, says:
“Retailers are often quite time poor but they are always on the hunt for new products that their customers will love. In-depot activations are a really great way for suppliers to engage with retailers as it is an opportunity to put the product directly in front of them in an eye-catching, head-turning way.
“Mentos Discovery is a fantastic new product and I know retailers and customers alike will love it. I can always rely on Mentos to sell very well; it’s always number one when it comes to sales. No-one has ever offered 14 flavours in one roll, so it’s bound to fly off the shelves.”
Perfetti Van Melle is a brand that wholesalers can trust, as it is now the second largest confectionery company in the world with growth that has recently overtaken the likes of Haribo.
Find out what retailers had to say about Mentos Discovery in our video below.
DRIVING APPEAL
Paul Robinson, Controller – Convenience and Wholesale at Perfetti Van Melle, says: “Mentos is the fastest-growing top 10 sweets brand, now worth more than £39.5m and +26.6%. Flavour is at the heart of the Mentos brand, and Mentos Discovery is an opportunity to drive further appeal among younger audiences while offering something new for existing fans.”
“Engaging with retailers is key to our brand. We invest a lot of time in listening to and communicating with retailers to build the right insight and to create exciting activations for the channel. When we add a new product into the mix, the sales become incremental. The rotation in retail for these products is 4.5 units per store per week.
PROMOTIONS
“We offer fair and frequent promotions, allowing retailers to buy across the whole range, inspiring them to engage with their own shoppers.”
Vinod added: “Mentos is a hugely popular product, loved by all. There’s such a variety of flavours, and the kids love it as well.”
VARIETY
One retailer, Sooriya, said: “I’m really excited about this new product. Mentos always sells very well in my store, so I know Mentos Discovery will go down a treat. Kids will love the variety of flavours.”
Another retailer, Vara, added: “Mentos sells really well in my store, too. My customers are always on the look-out for new products and when I get something new in my store I always place it at the front of the till so they can be sure to spot it when they’re purchasing their items. It’s great to see the activation taking place in the depot today. It’s always brilliant to see new products and enjoy great promotions!”
activation Dhamecha Mentos Paul Robinson Perfetti Van Melle retailers Vinod Ramji wholesale
