Mentos is attributing five per cent category value growth to the August release of its new chewing gum range.
Sales of gum increased by five per cent for the quarter to October 13, according to Aztec Scan grocery data.
The spike coincides with the release of Mentos Pure Fresh, marketed as Australia’s first chewing gum in a tin.
Australia’s gum category had been experiencing value and penetration decline.
This trend has now been reversed, says Paddy Bryans, head of marketing, confectionery and snacks for Stuart Alexander.
Mentos campaign insights
Bryans says Mentos achieved growth by offering a fusion of the traditional and new.
The majority of new gum releases have been based around unusual or overpowering flavours.
“New users were entering the category [for a] flavour hit,” Bryans says.
“Due to the size of this segment, it was not contributing to category penetration or value growth.”
This led Mentos to develop a new cross-genre competitor in the “fresh breath segment.”
Mentos Pure Fresh is based around traditional gum flavours, such as mint, but with green tea extract.
Mentos drove sales by handing out more than 360,000 free samples.
“Trial was identified as the key strategy for the launch of Mentos Pure Fresh Gum to allow people to experience the product.”
Mentos completed nine sampling drives at high traffic train stations in Sydney, Melbourne, and Brisbane featuring sample bins, branded team members, and product banners.
Early figures show the brand brought new shoppers to the gum category, as well as category growth at both Coles Express and Woolworths Petrol.
At Coles Express, Pure Fresh has achieved 15.3 per cent value share of the gum category in the last four weeks.
