Mentos, one of India’s leading confectionery brands, has expanded its product portfolio with the launch of Mentos Fresh Action, a new hard candy designed to deliver an intense freshness experience along with a cooling sensation for the nose and throat.
Targets growing demand for freshness experiences
Available in Menthol Eucalyptus flavour, Mentos Fresh Action features a clear candy shell with a blue liquid-filled centre, offering a combination of visible appeal and sensory refreshment. The product contains Vitamin C and is designed to provide a high-intensity flavour burst with every bite.
The launch comes amid rising consumer demand for freshness-oriented products and sensorially rich confectionery experiences. Mentos Fresh Action has been introduced at an accessible price point of ₹1 per piece, enabling wider consumer adoption.
Company sees shift in consumer preferences
Perfetti Van Melle India Marketing Director Gunjan Khetan 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.”
The company said the product’s translucent candy format with a vibrant blue liquid centre reinforces its freshness proposition and highlights the “magic inside” concept. The liquid-filled technology is intended to deliver a strong flavour rush while creating a distinctive consumption experience.
Nationwide rollout planned
Mentos Fresh Action will be available through general trade, modern trade and neighbourhood retail outlets across key markets in India. The launch will be supported by extensive in-store visibility and consumer outreach initiatives.
Strengthening Mentos portfolio
First introduced in India in 1999, Mentos has established a strong presence in the country’s confectionery market through its offerings in soft mints and gums. The brand has also built strong consumer recall through campaigns such as “Dimag Ki Baat Jala De” and “Aam Zindagi Se Mentos Zindagi.”
The company said the new product aims to further strengthen Mentos’ positioning by encouraging consumers to embrace freshness and spontaneity in their daily lives.
Perfetti Van Melle’s strong distribution network
Perfetti Van Melle India commenced operations in 1994 and has grown into one of the country’s leading confectionery companies, with a portfolio spanning candies, gums, jellies and chewies.
The company has a distribution network covering over 6 million retail outlets across India and operates manufacturing facilities in Manesar (Haryana), Rudrapur (Uttarakhand) and Karanaipuducherry (Chennai).
Its key brands include Center Fresh, Center Fruit, Alpenliebe, Happydent, Mentos, Alpenliebe Juzt Jelly and Chupa Chups.