MENTOS BRINGS INTENSE FRESHNESS TO INDIA WITH THE LAUNCH OF NEW MENTOS FRESH ACTION

Mentos, one of India’s most loved confectionary brands expands its portfolio with the launch of Mentos Fresh Action. The refreshing new hard candy is designed to provide an intense feeling of freshness, while also providing a cooling sensation to your nose and throat.

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.

Speaking about the launch, 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.