Page 78 - IAADFS World Summit 2025 Special Issue_Neat

INSIDER

Perfetti Van Melle targets all segments in Americas Travel Retail

Perfetti Van Melle (PVM) has
ambitions to expand its Americas travel
retail business beyond airports to cruise
and border stores, led by Chupa Chups and
Mentos.
“2025 will be the year in which we
will consolidate [our] success in U.S.
airports, by continued focus on assortment
optimization with all retailers. We see
huge potential to grow shelf space in the
‘grab and go’ cash till area with each of
our retail partners – this will be a big focus
for us as we invest in branding tools for
improved visibility,” said Eric Vermetten, of its two key brands in the region. Spearmint, Bubblefresh, Lemonade and
Key Account Manager, Americas & Africa, “2024 was a good year for us in Strawberry, all sugar-free. The new gift
PVM. the Americas with strong performances pack is produced in line with PVM’s focus
Vermetten says PVM plans to of our two main brands – Chupa Chups on more sustainable packaging initiatives
utilize the Summit of Americas showcase and Mentos - which have all grown their and will save the company over 7,200 kilos
to expand its scope beyond airports; market footprint,” said Vermetten. of plastic per year.
especially the cruise business and border “From international and domestic
stores, where it plans to grow still further airports to border stores, our partners Strong regional activations
across its brand portfolio. have done a great job in seizing market In the second half of the year PVM
“Regionally we see opportunities in opportunities in North America and Latin will focus on LATAM tourism hotspots,
all parts of the Americas, but especially in America regions, to grow our travel retail such as Punta Cana and Cancun.
Central America and Brazil; there are still businesses there.” PVM’s activations in the Americas
some white spots to fill.” PVM is working closely with its kick off in July for a partnership with
PVM is hoping to build on the success distributors and direct partners to introduce London Supply in Iguazu, and a new
its latest convenience, multi-pack and Chupa Chups retail design featuring a large
gifting products and is relying on more football table and localized signage.
customer data to focus on assortment In August, activations across eight
optimization, says Vermetten. locations will launch in Panama and Punta
At the Summit of the Americas (Otis Cana for both Mentos and Chupa Chups,
Mcallister Booth 100), PVM is bringing in partnership with UETA, part of DFA.
its latest portfolio additions Chupa Chups The focus is on kids gifting with Chupa
Sour Pouch Bag and the Mentos Jumbo Chups Cool Friends Backpacks and
Roll Feeling Berry Good to its Americas Mentos Jumbo Rolls, using the dual-brand
travel retail customers. campaigns: ‘Yes to Fresh’ and ‘Forever
Since PVM launched the Chupa Fun.’
Chups Sour Pouch Bag with flavors For November and December, PVM
Sour Strawberry, Sour Lemon and Sour is partnering with Avolta for dual-brand
Apple during the TFWA World Exhibition activations in Ezeiza Airport in Buenos
conference in Cannes in September 2024, Aires, Argentina and Cancun, Mexico.
the industry reaction to the sours flavor For the Cancun activation, there is a ‘360°
trend has been “ever-growing” according to promotion’ with both a shop floor HPP
Vermetten. at Terminal 4 and an online activation
The company will also be introducing through Avolta’s Club platform, connecting
the new Feeling Berry Good Mentos flavor the Mentos and Chupa Chups gift with
combination, featuring four packs of the purchase offers with its members via
top selling Mentos flavors - raspberry, website, newsletter, and social media
strawberry, cherry. channels.
In May, PVM will launch a new Also new in the Americas for 2025
Mentos Gum gift pack including its are more regionally focused signage and
five most popular flavors: Fresh Mint, wallbays in the U.S., Paraguay and Peru.

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