PVM is focusing on building its snacking and sharing offering and will be highlighting its refreshment portfolio in travel retail in 2026.

Perfetti Van Melle (PVM) is detailing its five-pronged strategy for GTR ahead of this year’s TFWA World Exhibition in Cannes (29 September to 2 October), where the company will be showcasing a variety of new product developments (NPDs), including sour flavours for its Mentos and Chupa Chups brands.

The new novelties form part of the sugar confectionery company’s overall goal to further build its snacking and sharing offering, and to highlight its refreshment portfolio in travel retail in 2026.

Indeed, PVM has a total of five key pillars to its strategy for GTR next year: expanding refreshment; building snacking and sharing; reviving gifting; optimising its presence in top airports; and focusing on border stores.

Refreshment is a ‘key priority’ for the business following the acquisition of Mondelēz International’s gum business in the US, Canada and Europe in 2023.

As such, the company’s stand in Cannes this year will have meeting rooms featuring new refreshment themes and branding.

Visitors will be able to get a first look at the newly introduced Mentos refreshment retail displays, which are designed to capture impulse purchasing, highlight product innovation and reinforce a ‘family’ identity across the gum and mints portfolio.

Mentos Gum remains PVM’s primary focus, with new flavours in the Sour Gum range, including Sour Strawberry and Sour Green Apple, being unveiled in Cannes.

There will also be a focus on localised opportunities for its newer refreshment brands in the channel, such as Stimorol (which is well known in Scandinavian regions), and Trident (which the company is looking to open up into new markets).

In snacking and sharing, PVM is developing its portfolio with the introduction of Fruit-tella Sharing Bags in 2026.

These contain a mix of 200g Fruit-tella sticks including Strawberry, Berries & Cherry (Blackberry, Raspberry and Cherry) and Summer Fruits (Strawberry, Orange and Lemon).

PVM is looking to grow Fruit-tella’s brand presence in travel retail, with the company expecting it to become its third biggest brand in 2026.

Buyers can also expect to see updates to some of PVM’s hero gifting items for 2026, with new flavours and formats.

New to market will be a Sour Mega Chupa Chups Lolipop including Sour Strawberry, Sour Apple and Sour Lemon flavours.

Elsewhere, the Chupa Chups Crazy Plane will become available in new colourways, with reduced plastic used for its box.

Additionally, the Fruit-tella Jumbo Stick will expand with a new, third flavour option – Berries & Cherry, which joins Strawberry and Summer Fruits.

Optimising airports and a focus on border stores 

In terms of its footprint, PVM is focusing on in-store airport activations for the year ahead, in close collaboration with its retail partners.

Visibility remains a top priority in high traffic airports and PVM will be launching new hero units for Chupa Chups and Mentos to roll out globally, with Fruit-tella to follow later in 2026.

PMV has taken a larger stand in Cannes this year, at M59 Green Village, to reflect both its GTR ambitions and expanded product portfolio.

“These eye-catching displays are designed to grab attention, create instant brand recognition and drive impulse purchases,” said Emma Helleman, International Shopper Marketing, GTR at PVM.

“With interactive traveller engagement elements, we hope our new displays will make the shopping experience more engaging and memorable.”

Border stores are another key part of the travel retail strategy, with dedicated NPDs for the sector due to launch in 2026.

These include the Mentos Mini Fruit Mix Bag, which includes 18 Mini Rolls in flavours Apple, Strawberry and Orange; additionally, the Mentos Gum Rolls Value Pack launches in Freshmint, Bubblefresh and Tropical flavours.

“2025 has been a busy year for regional activations in the Americas and Europe with our recent shop-in-shop launch in Barcelona, providing inspiration for interactive and larger retail footprints, where space allows,” said Lauren Potter, Marketing Manager, GTR at PVM.

“With a wide range of innovative NPDs due to launch for 2026, we will be working very closely with our travel retail partners to ensure PVM’s ambitions across all our growth pillars are met.”

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