Perfetti Van Melle has extended its Mentos 3 Layers gum range in the UK with the addition of a third variant.

The Dutch-Italian confectioner has added a Fruity Fresh Blackberry-Kiwi-Strawberry flavour to the range. The launch will be supported by a national television advertising campaign, sampling, and in-store merchandise, the firm said. The new variant has an RRP of GBP0.59 (US$0.93) per seven-piece 16g pack. The range also includes Freshmint and Strawberry-Apple-Raspberry.

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“Where stocked, Mentos 3 Layers Fruity Fresh in particular is proving to be a huge success,” Perfetti Van Melle brand manager Aimee Reason said. “Such consumer demand has resulted in us launching a new Fruity Fresh variant.”

Reason told just-food that the 3 Layers range offers “a completely new concept in gum”, and that Perfetti van Melle is focusing this year on “bringing high quality gum to the UK”.

She added that the Mentos gum range as a whole generates GBP9.7m (US$15.4m) in retail sales in the UK.

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