Mentos has expanded its confectionery portfolio with the launch of Mentos Fresh Action, a new hard candy designed to deliver an intense feeling of freshness along with a cooling sensation in the nose and throat. The launch strengthens the brand’s presence in the refreshment segment while catering to consumers seeking long-lasting freshness.
Mentos Fresh Action available in Menthol Eucalyptus flavour is a clear candy shell with a blue liquid center, providing freshness that can be seen and felt. Every piece contains Vitamin C, offering a high-intensity flavour delivery system to create a refreshing sensation and burst of freshness with each bite.
Amid growing demand for freshness-oriented, sensorially rich experiences, Mentos Fresh Action aims to make this experience accessible to a larger consumer base through its attractive INR 1 price point.
Gunjan Khetan, Marketing Director, Perfetti Van Melle India, said, “As consumer expectations from freshness evolve, we see a clear shift in growing preference towards a bolder, more sensorial experience. With Mentos Fresh Action, we are bringing a new level of excitement to the hard candy category by delivering a combination of the cooling intensity of Menthol Eucalyptus with a fun liquid center for a truly differentiated experience.”
With an eye-catching design, Mentos Fresh Action has adopted the design of a translucent candy with a colorful blue liquid center that signals the freshness and “magic inside” proposition of the product.
The presence of liquid-filled technology ensures a strong flavour rush and provides consumers with a unique consumption experience with Mentos.
Mentos Fresh Action will be available across general trade, modern trade, and neighbourhood retail outlets across key markets in India, supported by extensive in-store visibility and consumer outreach initiatives.
