Popular in Russia and Scandinavia, local brand, Meller, is a high quality caramel chew with a chocolate filling
box featuring global landmarks and opening up to reveal eight rolls of fruitflavored candies. “With products like this we never really know at the beginning how the retailer and consumer are going to react; we have an idea but it’s usually more of a gut feeling and we trust that it’s the right product. Each time we go to Cannes, it’s exciting to see how the trade reacts to our latest innovations,” says de Vree.
“The box is one of my personal favorites, and a lot of retailers like the higher priced SKUs but with border trade, for example, there is a lot more price sensitivity. However, we are also seeing a shift within the confectionery category with consumers apparently willing to pay up to €45 (US$50) for something really special.” Perfetti’s focus remains on smaller items and the brand’s Mentos Gum Nano Bottles with its gifting collection of five different flavored mini bottles is hugely
popular for self-consumption as well. Says de Vree: “Obviously we have traditionally focused on blow-ups with our giant Mentos roll and Chupa Chups lollipop but we are now exploring more of the much smaller items, such as the Nano bottles. “The product is so interesting for the consumer, that even on the bottom shelf it is performing well; but with a nice top shelf or checkout presentation, the product is really flying.”
From top to bottom, Mentos Gum Nano shows strong performance
Color and content epitomize Perfetti van Melle’s duty free presence
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