Perfetti Van Melle launches new ‘Mix of Minis’ miniature formats


Perfetti Van Melle, one of the world’s largest manufacturers and distributors of confectionery and chewing gum, has launched a new ‘Mix of Minis’ range; miniature formats across three of its iconic brands; Fruittella, Mentos and Chupa Chups, in response to growing hygiene concerns around unwrapped confectionery and sharing.

The new concept from the company offers 200-piece cases of individually wrapped lines to be sold at 15p each or as part of a ‘4 for 50p’ promotion. Available through the wholesale channel from 18th June, the sweets provide the ideal solution to help retailers add growth back to the category after over 80% of independent retailers said they had removed unwrapped confectionery following the pandemic.

The miniature formats offer an enticing option for impulse shoppers; great value for money and in convenient sizes, especially when positioned at till points.

With the individual pieces containing as little as 38 calories, PVM’s new ‘Mix of Minis’ offer the same loved brands in a condensed portion size, catering to health-conscious consumers who want to enjoy confectionery without committing to larger sticks, rolls or lollipops.

The eye-catching cardboard shelf ready packaging creates strong shelf standout and is fully recyclable, making waste disposal straightforward and eco-friendly for store owners.

More importantly for retailers, PVM’s popular loyalty scheme will be adding ‘Mix of Minis’ trays to its offering this year for new and existing members and aims to site and signpost in 5,000 stores by the end of 2021.

Sarah Elmer – brand manager at Perfetti Van Melle, said: “Our new ‘Mix of Minis’ range was launched to help retailers reinvigorate Pick & Mix offerings after a tough year for unwrapped confectionery, by offering fantastic value for money in a vibrant, innovative format. We work to continuously provide more ways for shoppers to enjoy our brands that they know and love.”