Valeo Confectionery has launched a brand new product, XXX Softmints, in response to consumer demand for the XXX brand’s iconic mint flavour, in a new, softer format.

The XXX Softmints have been specially formulated to deliver the same powerful, fresh burst of peppermint, which the original XXX Mints are famously known for, in a deliciously chewy format to create a soft in texture, yet strong in flavour mint.













The mints are an ideal alternative to chewing gum, an ever-declining product as issues such as disposal and social stigma continue to put off buyers. As a chewable sweet with a long-lasting flavour, XXX Softmints provide consumers with the burst of freshness they’re looking for without any of the problems that come with gum.

Russell Tanner, marketing and category directory at Valeo Confectionery, said: “We regularly innovate to meet new consumer demand and this insight-led NPD is perfectly timed to capitalise on the decline of chewing gum and the uptick in soft mint sales (a £37m market according to IRI data).

“Our modern twist on the classic, strong mint flavour offers something new for loyal consumers who have loved the mints for the past 30 years, as well as opening them up to new audiences. We’ve created a product we’re proud of that we know our customers will love.”

The launch of XXX Softmints is supported by a marketing campaign designed to highlight the strong flavour and soft texture of the sweet. The campaign encompasses influencer activity, media relations and national competition activity, and asks consumers about the Strong Softies in their life – outwardly tough people who aren’t afraid to show their soft side.

The influencer campaign is designed to drive awareness and trial at a time when customers are less likely to be able to get out to store to browse new products. It’s headed up by Instagrammer Chelsea from @3timesthechaos who embodies the Strong Softies campaign – she is an alternative mama devoted to her family but has a tough side that comes out as soon as she needs to fight her children’s corner.

Meanwhile a social media competition on the Home Bargains Facebook page will support the launch promotion. Facebook users will be asked to nominate a Strong Softie in their life. The winning nominator will bag a sweet hamper, while the person they nominated will win £250 for themselves and £250 for a charity of their choice.

XXX Softmints are available in a 180g hanging bag format and will be sold for £1.00 at Home Bargains and B&M from October 2020.