Perfetti Van Melle (PVM) is extending its Smint range in the UK with the addition of an Xtra strong variant.
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Targeting the impulse market, the new flavour comes in a black version of Smints’ signature box dispenser. It will be available through multiples and cash and carries and comes in 12 unit display packs.
The Xtra strong variety is targeted at male and female consumers between 20 and 34 years old, the company revealed.
“The new flavour was launched in response consumer demand for mint flavours after the original mint flavour became the best selling powermint in the UK,” Mark Stangroom, Perfetti Van Melle marketing director, said.
A spokesperson for the company told just-food that the launch was being supported through PR at the moment, with no further marketing activity planned.
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