Curves that are supposed to convince customers: CFP Brands Süßwarenhandels GmbH & Co KG is changing the packaging of its chewing gum brand “Mentos”.
The “Pure Fresh Range” edition is converted to a new, curvy can format. The innovative design should stand out from the previous uniform look of chewing gum cans and thus stand out clearly from the competition, explains CFP Brands. The Bonn-based confectionery company aims to win new customers and continue its current growth course of 12.8 percent in a declining chewing gum market. The new 70 gram cans with 35 chewing gums are also equipped with a side window through which the number of coated tablets can always be seen. The new format is available in the existing varieties and in the new Pure Fresh Strawberry variety.
From May, the new can concept will be advertised with a large-scale television and web campaign. From May onwards, CFP Brands will also be presenting the new curved packaging format with a large on-pack promotion: the 70-gram cans will be accompanied by a Mentos chewing gum roll with eight dragées free of charge – according to the manufacturer, this is a free plus of 19 percent.
CFP Brands Süßwarenhandels GmbH & Co KG is a joint venture of the international confectionery groups and family businesses Ricola (Switzerland), Perfetti van Melle (Italy/Netherlands) and Fisherman’s Friend (Great Britain).