Perfetti Van Melle eyes growth in Europe and Middle East, rolls out activation programme in 2023

April 13, 2023

Leading sugar-confectionery company Perfetti Van Melle (PVM), is highlighting 2023 as a year for growth in its key Europe and Middle East markets, as the company reports its global travel retail sales were getting back on track in 2022. PVM experienced “better than expected” second-half year sales for its travel retail division in 2022 with growth coming from “good recovery” in Europe and the Middle East as travellers in these regions returned to international travel and picked up best-selling confectionery products such as the Chupa Chups Mega Chups and Backpacks. PVM is also looking ahead with optimism to China and Asia-Pacific as these markets open up more rapidly this year, bringing plenty of potential. For 2023 PVM is focusing more on activations to boost the brand awareness and be even more relevant to the consumer’s travel journey. This year PVM will boost brand activations in their own way, with a wheel of fortune, unique GWPs and mascots. A highlight of the coming year is the eye-catching Chupa Chups customer engagement kiosk, which was well received at the TFWA WE show in October. During the year, the activations are planned in different locations all over the world. The beginning of the year saw PVM kick off with a Chupa Chups activation at Istanbul Airport in partnership with Gebr. Heinemann focusing on the Chupa Chups sunglasses as a GWP. “2023 is a year of investments across the board for our GTR division,” said PVM Brand Manager, GTR Femke van Veen. “We are investing in people, promotions and training this year and we will be back to taking part in industry events in a big way, to ensure we are talking to our travel retail partners in our key regions and markets.” Training is seen as a particularly important element of this year’s strategy with a programme focussing on optimising customer experience within the GTR retail space. PVM notes there are clearly still challenges with supply chain issues and ongoing concerns around consumer spending power while many regions are experiencing a cost of living crisis. But the company is confident that the Chupa Chups and Mentos brands will continue to offer great value, bringing fun and unique products to families around the world. Upcoming shows & NPDs: PVM will be participating at the upcoming Summit of Americas show in April in West Palm Beach, Florida with a presence on the Otis McAllister stand 201. PVM will also have its own stand at the TFWA Asia-Pacific conference in May (2-K27), where it will reveal a number of new product developments for its Mentos Jumborolls and Mentos Mints brands. PVM showcased several new products last year in Cannes, due to hit the market in April / May 2023. These include a Mentos Mini fan, new Chupa Chups backpack characters the pink flamingo and green dino and Chupa Chups markers with a playful Looney Tunes design. To facilitate increasing basket spend PVM transformed its Mentos Gum bottles into smaller and handy to grab bottles. And additionally expanded the range with two additional flavours. At the TFWA Asia Pacific show in Singapore this May, PVM will show how it continuously aims to improve product designs and provide travellers with a great and exclusive product experience. “With the changing needs of travellers we have focused on an updated design for our iconic Mentos Jumborolls,” said van Veen. “PVM will target the travel retail market with exclusive packaging designs showing different means of transportation. The new look Jumborolls are available in Fruit, Mint, Cola, Berry, Strawberry and Liquorice flavours.” New for Chupa Chups is the sugar free box. It can be placed at the cash till or in dedicated sustainability areas. It contains six sugar free assorted lollipops (in Strawberry, Cherry and Cola flavours). And as a company well known for its refreshment items, PVM now offers travellers all over the globe its new Mentos Mints. The Mentos Mints will easily fit your bag and the flip-top feature makes it super easy to open and stay fresh. The attractive metal tin immediately denotes a premium feeling. The perfect refreshment in Peppermint and Strawberry flavour whilst travelling or before a meeting.

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