Mentos is expanding its sharing bag lineup with Sour Tones, a new range of sour fruit chews set to hit shelves this month. The product comes in a 150g doy pouch and contains strawberry, orange, and green apple sweets that deliver an initial sour kick followed by a fruity finish.
The launch will begin as a Sainsbury’s exclusive in July before rolling out to the wider grocery market. According to the brand, Sour Tones is vegan-friendly and made using natural colours.
Why Mentos is betting on sour and sharing
The move is part of Mentos’ push into the £1.4bn sharing bag category, which now accounts for 72 per cent of confectionery value sales in the UK. Sharing bags currently represent about 22 per cent of Mentos’ own value sales, but the brand has seen 50 per cent growth in value and 49 per cent growth in volume across the format.
The company said Sour Tones was developed to capitalise on rising demand for sour flavours, especially among Gen Z shoppers. That demographic has been driving interest in bolder taste profiles across snacks and confectionery, and Mentos is positioning the new product to meet that appetite.
It’s not the first time a confectionery brand has tried to marry the sharing format with sour flavours. Similar attempts in recent years have had mixed results, though the category’s overall growth suggests the timing might be right for a well-supported launch.
Related: Asda adds allergy warnings to store shelves
A campaign built around music and social media
The launch will be backed by point-of-sale materials and Mentos’ broader ‘Yes to Fresh’ marketing campaign. A key part of that activity involves a partnership with Bauer Media’s KISS Network and BRIT Award-winning rapper Aitch for an activation called ‘The Freshen Up’.
That campaign will include a three-part Instagram and TikTok series, ending with a surprise performance of Aitch’s latest track. It will also run across KISS, KISSTORY, and KISS Xtra through branded content, music takeovers, playlists, competitions, and live events.
Victoria Gibson, junior brand manager at Mentos owner Perfetti Van Melle, said: “Sour Tones is a significant opportunity for retailers to tap into two powerful trends at once: the continued growth of sharing formats and the Gen Z appetite for bolder, more exciting flavours.”
She added that the company had “built this launch with real retailer support behind it,” describing the point-of-sale materials and above-the-line activity as drivers of footfall and shopper engagement during what she called “an exciting summer of NPD for Mentos.”
Gibson said the company was confident Sour Tones “will be a strong performer in the sharing fixture.”
