Trebor Softmints introduced in 100g pots for on the go

Mondelez has launched its Trebor Softmints in a 100g pot format in both the peppermint and spearmint variants.

Available with an rsp of £1.70, in cases of 36, the new pot has been created to allow consumers to enjoy the mints on-the-go, making it ideal for desktops, in a bag for the daily commute or in the car.

The pot format is now worth £4.5 million in the mints category and is growing at 230% (IRI).

Oliver Wilcox, brand manager, comments: “Trebor Softmints pots will see the UK’s No.1 mint brand enter into a format that is growing quickly in the market.

“Trebor Softmints are the number three and four best-selling mint singles (Nielsen) so we know that consumers love the product and are confident that they will be trade up to the pot to enjoy them in more places and in more occasions.”

“The pot format is in double-digit growth (IRI) which offers a huge opportunity for both the category and retailers. Both variants are highly incremental to one another, with only 11% overlap between peppermint and spearmint (Kantar), so retailers should stock up on both to ensure they can offer choice for their customers.”