Valeo Confectionery announces new twist on XXX favourite

Valeo Confectionery has launched a brand-new product, XXX Softmints in response to consumer demand for the XXX brand’s iconic mint flavour in a new, softer format.

The XXX Softmints have been specially formulated to deliver the same powerful, fresh burst of peppermint, which the original XXX Mints are famously known for, in a deliciously chewy format to create a soft in texture, yet strong in flavour mint.

Valeo has created the product to strengthen the current offering of soft mints in the confectionery market, following consumer feedback indicating alternatives are often too weak in flavour, or too brittle in texture.

According to Valeo, the mints are an ideal alternative to chewing gum, an ever-declining product as issues such as disposal and social stigma continue to put off buyers. As a chewable sweet with a long-lasting flavour, XXX Softmints reportedly provide consumers with the burst of freshness they’re looking for without any of the problems that come with gum.

Russell Tanner, marketing and category directory at Valeo Confectionery, said: “We regularly innovate to meet new consumer demand and this insight-led NPD is perfectly timed to capitalise on the decline of chewing gum and the uptick in soft mint sales (a £37m market according to IRI data).

“Our modern twist on the classic, strong mint flavour offers something new for loyal consumers who have loved the mints for the past 30 years, as well as opening them up to new audiences. We’ve created a product we’re proud of that we know our customers will love.”

The launch of XXX Softmints is supported by a marketing campaign designed to highlight the strong flavour and soft texture of the sweet. The campaign encompasses influencer activity, media relations and national competition activity, and asks consumers about the Strong Softies in their life – outwardly tough people who aren’t afraid to show their soft side.

XXX Softmints are available in a 180g hanging bag format and are being sold for £1.00 (MRRSP) at Home Bargains and TJ Morris.

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2 responses to “Valeo Confectionery announces new twist on XXX favourite”

  1. Will fahy says:

    Hi is it possible to buy the xxx soft mints on line?

    • Alex Rivers says:

      Hi Will,
      I don’t believe you can at the moment, only via the stores listed at the end of the article.
      Thanks,
      Alex

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