Perfetti Van Melle eyes growth and rolls out new activation programme

By Trbeditor |

PVM’s activation at Istanbul airport, in partnership with Gebr Heinemann.

Perfetti Van Melle (PVM) is anticipating further strong growth within its key Europe and Middle East markets in 2023, following “better than expected” second-half sales for its travel retail division in 2022.

PVM hailed what it described as a “good recovery” in Europe and the Middle East, as international traveller numbers rebounded, boosting sales of its best-selling confectionery products such as the Chupa Chups Mega Chups and Backpacks.

PVM is also optimistic about prospects in China and Asia Pacific, as these markets open up more rapidly, unlocking plenty of sales potential.

For the year ahead, PVM will intensify its focus on activations, in order to boost its brand awareness, and become even more relevant to consumers’ travel journey.

Promotions and investment

The company has planned a number of high-profile global travel retail initiatives for 2023, including a wheel of fortune, unique gwps and mascots. A highlight of the coming year will be the eye-catching Chupa Chups customer engagement kiosk, which was well received at last year’s TFWA World Exhibition & Conference in Cannes.

READ MORE: Chupa Chups engagement kiosk expected to debut in Europe in 2023

PVM’s 2023 activation programme is already off to a successful start, following its Chupa Chups activation at Istanbul airport in January/February, in partnership with Gebr Heinemann, which featured the Chupa Chups sunglasses as a gwp.

“2023 is a year of investments across the board for our GTR division,” noted 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.”

Perfetti Van Melle is investing in people, promotions and training this year – with participation at trade shows another key focus.

Training has been earmarked as a particularly important element of this year’s strategy, with the creation of a programme focusing on optimising the customer experience within the GTR retail space.

PVM acknowledges that there are still challenges with supply chain issues, in addition to ongoing concerns around consumer spending power thanks to the cost-of-living crisis many regions are experiencing.

However, the company is confident the Chupa Chups and Mentos brands will continue to appeal to travellers, thanks to the value and unique family fun they represent.

New product development

PVM will be participating at this month’s IAADFS Summit of Americas show, with a presence on the Otis McAllister stand 201. PVM will also have its own stand at the TFWA Asia Pacific Exhibition & 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, which are poised to the make their debut in the channel in April/May 2023. These include a Mentos Mini fan, new Chupa Chups backpack characters, and Chupa Chups markers with a playful Looney Tunes design.

PVM aims to enhance the appeal of its Mentos Mints with an updated design and new packaging.

To encourage increasing basket spend, PVM has transformed its Mentos Gum bottles into smaller bottles with more ‘grab and go’ appeal, and expanded the range with two additional flavours.

At the TFWA Asia Pacific show in Singapore, PVM will show customers how it strives to continuously improve product designs and provide travellers with a positive 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.”

The company has also created a new sugar-free box for Chupa Chups. This 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.

Lastly, PVM’s new Mentos Mints are now available to global travellers. The updated metal tin is designed to impart a premium positioning, while the flip-top feature ensures easy access and prolonged freshness.


MAN 'very sorry' after power spike cancels flights

Manchester Airport (MAN) Managing Director Chris Woodroofe has issued an apology to passengers...


Arnaud Lagardère reinstated as Chairman and CEO of Lagardère

On the proposal of Jean-Christophe Thiery, who had been appointed to the position on a...

Asia & Pacific

Thailand set to end on-arrival duty free at airports

Airport duty free arrivals shops are to be shuttered across Thailand in a move that will choke...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend