Mentos is expanding its sharing bag portfolio with the launch of Sour Tones, a 150g stand-up pouch (RSP £2) featuring Strawberry, Orange and Green Apple flavour chews.
The new product launches in Sainsbury’s this month ahead of a wider rollout.
Each Sour Tones sweet starts with a sour kick and finishes with a fruity flavour. The vegan-friendly sweets are made with natural colours.
The launch targets the £1.4bn sharing bag category, which accounts for 72% of confectionery market value. Sharing bags already account for 22% of total Mentos value sales, with the segment up 50% in value and 49% in volume.
Sour Tones has been developed to tap into demand for sour flavour, which is outpacing the broader market by more than 4.5 times. Mentos said flavour is the top reason Gen Z consumers try something new.
The launch will be supported by the brand’s ‘Yes to Fresh’ campaign, including a partnership with Bauer Media’s KISS Network and artist Aitch for ‘The Freshen Up’. The three-part Instagram and TikTok series follows Aitch as he takes on an unexpected challenge, ending with a surprise performance of his newest track in an unconventional location.
The campaign will also run across KISS,KISSTORY and KISS Xtra through branded content, music takeovers, playlists, giveaways and live activations.
