Mondelez International has launched its “chewy” Halls Soft drops in Brazil, the second market for the product.

The company said Halls Soft, first launched in Thailand, contains a powder that “turns to liquid as soon as you start chewing”. The filling also offers consumers “a touch of menthol freshness”, Mondelez added.

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“Consumers always expect innovation from Halls and we’ve identified an opportunity to expand the brand’s presence into new segments. We are confident that Halls Soft will be a success,” Eduardo Trevizani, marketing manager for Mondelez Brazil, said.

Mondelez said it hopes Halls Soft will help it secure a third of Brazil’s soft candies market in a year.

Halls Soft is available in Brazil in orange, strawberry and mint flavours with 10 units packs for BRL1 and single packs at BRL0.15.

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