Mint brand to launch in UK
German mint producer Powermints GmbH is launching its Frésh brand into the UK market.
Frésh comprises a range of mint and fruit mini mints that are natural, sugar free and do not contain aspartame. The mint varieties in the portfolio contain stevia. Frésh comes in a stylishly shaped slide-out dispenser that makes it perfect for pockets and handbags and can be recycled when empty. The product will carry a recommended retail price of £0.89, which makes it very favourable versus key competitors.
Already successful in a number of other countries, and recently launched in Japan, the Frésh brand will be distributed by Spencer and Fleetwood Ltd and the company has put together a team of experienced UK mint market professionals to specifically execute the UK launch.
There is a special launch pack for independents and convenience stores of a Tower Display, which holds four displays. The Frésh Tower carries all three flavours and displays them in an impactful and easy to shop format. It also minimises the counter space that four individual displays would take up and so allows retailers to get more return from the limited space they have.
Jannis Theileis, export manager for Powermints GmbH, says, ”There are so many positive reasons that we feel the time is right to launch Frésh in the UK, amongst them the combination of its natural product qualities, the current backlash against sugar in the media, the product’s favourable RRP versus competitors and the fact that recent reports are showing that in some markets consumers are turning away from gum in favour of mints”.
The parent company already operates in over 40 markets and also has the scope to produce high quality private label sugar free mints for retailers as well.
Theileis continues,”Frésh can occupy a unique position in the market as a viable alternative to those who not only don’t want sugar based mints but also those looking for something more as its product attributes compete favourably with everything currently on the market in the UK, but at a mass market price point that can deliver volume for retailers.”
Frésh is currently in talks with retailers about listing the brand.
