Mars Wrigley is introducing a new DOUBLEMINT® price point of 5, making it the only fresh mint available at this price point. This is an important step in the direction of expanding the freshness category in India, a segment DOUBLEMINT® leads globally. DOUBLEMINT® 5 sleeve contains 7 thin peppermint mints in a resealable pack that fits perfectly in your pocket.
This new ₹5 DOUBLEMINT® variant will be an addition to the already expansive DOUBLEMINT® product portfolio, which includes a variety of mints, gums, and chewy mints that are available across various price points ranging from ₹1 to ₹100.
This low price launch effectively reinforces Mars Wrigley’s commitment to cater to the various consumption needs of consumers in India and to provide the same via category penetration of brands that are loved across the country.
This addition is also a significant move to deepen the company’s regional expansion plans, bringing DOUBLEMINT® to many more consumers across tier 2 and 3 markets, as well as smaller stores in tier 1 markets, with a greater range of choices in terms of price points and occasions for consumption.
Kalpesh R. Parmar, general manager, Mars Wrigley, India, said, “Mars Wrigley’s portfolio in India has been designed to cater to the diverse consumers in the country, with unique offerings at both premium and entry price points. DoubleMINT ® is a well-loved brand not just in India, but around the world, and we strive to delight consumers by introducing new flavors, price points, and engaging campaigns.
Adding more options in this category presents us with an exciting opportunity to grow our business in the semi-urban and rural markets while building a stronger hold in the urban markets of the country. “Our main objective through this launch is to capture physical availability for our brand by becoming more visible, easily accessible, and affordable.”
“Over the years, we have sought to fulfil the diverse preferences of our customers across the country by creating local flavours, variations, and packs across various price points. “For DOUBLEMINT®, the introduction of the new pricing option illustrates our dedication to providing our customers with better experiences on a continual basis,” he added.
The 5 DOUBLEMINT® will be available in traditional as well as modern trade outlets.Consumers can also order their favourite Mars Wrigley products from the Mars Wrigley Treats Store.