Mentos rolls out candy-inspired air fresheners

Perfetti Van Melle, maker of Mentos, has partnered with Balco Brands to launch a candy-inspired air freshener range.

Available in four fragrances: Grape, Mint, Strawberry, and Pineapple, the gel-based air freshener can be hung anywhere, with the scent lasting up to 30 days.

Marta Ballesteros, global licensing manager at Perfetti Van Melle, said Balco Brands was able to grasp the value of its company’s icons, such as Mentos.

“Our popular confectionery has been reinterpreted into a uniquely original and innovative air freshener gel that offers an amazing fruity and minty fragrance experience,” she added.

“Sold in more than 130 countries, including here in Australia, there is no doubt Mentos is a much-loved brand.”

Balco Brands’ brand director Kathryn Trivella, said the company set out to create fragrances that encapsulated Mentos’s fun and fresh attributes reminiscent of the candy.

“Whether for car, home, or office, we are confident the innovative gel design and prominent branding will appeal to those who regularly purchase air fresheners and attract the many millions of us with an affinity to the Mentos candy!” said Trivella.

The Mentos Air Freshener range is available for an RRP of $4 online and in Kmart stores nationwide.

Asembl, a leading brand extension agency representing Perfetti Van Melle, brokered the partnership.