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Perfetti Van Melle focuses on gifting, innovation and premiumisation for key brands in Cannes.

Following another highly successful year in travel retail for Perfetti Van Melle, the company is continuing its mission to increase the share of sugar confectionery within the category inline with the global market. At TFWA World Exhibition this year (Blue G27), PVM will focus on key brands Chupa Chups and Mentos, introducing a completely new range of products which are exclusive to the market and designed to capitalise on the strong gifting and impulse nature of the sector. In particular, PVM will be highlighting the potential of till-point sales with new travel packs for Mentos gum.
Chupa Chups. A phenomenally successful product globally, Chupa Chups strengthens its distribution in travel retail year on year through high visibility merchandising and presentations which place the emphasis on FUN! In Cannes this year, PVM will be introducing new gift items for children based on added value. ‘Combining Chupa Chups with a toy has proved to be a very successful combination for the brand and we’ve got some great new innovations aimed at boys and girls for next year,’ says PVM global travel retail director Mark Laros.
Destination gifting is another priority for the brand with the launch of a new exclusive tin of 16 Chupa Chups lollipops illustrated with various symbols associated with travelling such as passport stamps, signposts, suitcases etc. ‘There is also potential for destination specific tins which we would be pleased to discuss with our customers at the show,’ continues Laros.
Mentos. Gifting and premiumisation are the themes for Mentos this year with an innovative new products designed to combine added value with exclusivity. ‘We are aiming to present Mentos in new formats which move the brand from the snacking category into the gifting zone,’ continues Laros. ‘This enables the product to command a higher price point whilst still retaining excellent value for money – good news for the retailer!’
Till Point. PVM is convinced that retailers are missing a significant opportunity to increase sales through impulse purchase at the till point. ‘You only have to look at the sales through newsagents/kiosks in airport lounges to see that this is the case,’ says Laros. ‘These are impulse buy/last minute items that could easily be sold at the till point increasing spend per passenger.’ PVM has developed a range of Mentos Gum packs which it believes are ideal for the till point, details of which will be revealed in Cannes. ‘Gum is a classic impulse buy product which is ideal for check out sales. Gum is a worldwide favourite and retailers should be prepared to offer customers a choice of brands and formats – they would surely reap the benefits,’ adds Laros.