Trebor Introduces First Sugar-Free Variant for Extra Strong Brand

Trebor, the number one mint brand in the UK1, has introduced the first sugar-free variety of its iconic Extra Strong brand. Sugar-free Trebor Extra Strong Minis are available now in two pack formats – a 12.6g dispenser pack and a 44.5g 100-mint pot pack.

Trebor is the UK’s number one mint brand with a 34.6%2 share of the mints market in the UK – nearly double the share of its nearest rival3. Three out of the top four selling mints products4 in the market are Trebor SKUs.

Trebor Extra Strong Minis will engage the increasing number of consumers moving to sugar-free alternatives. With 15%5 of Trebor Extra Strong buyers also buying sugar-free mints, the launch is sure to have a positive impact on the brand and category.

Trebor Extra Strong Minis follow this year’s launch of Trebor’s first ever hard-boiled, sugar-free candy – Trebor Cool Drops, which have less than 100kcal per pack.

The Trebor brand is being supported by the successful ‘Give Me Strength’ campaign, which has helped increase Trebor brand awareness by 8%6. The campaign, which launched earlier this year, showcases the brand’s no-nonsense attitude, calling out relatable but exasperating everyday situations using the well-known British phrase.



1Nielsen Insight Studio 52 w/e July 2019, Value sales
2Nielsen value sales MAT w/e 05.10.19
3Kantar 52 w/e 19.05.19
4Nielsen Insight Studio 52 w/e July 2019, Value sales
5Kantar 52 w/e 19.05.19
6Twitter Brand Survey, 06.05.2019