Perfetti Van Melle advertising & marketing assignments

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Perfetti Van Melle is the world's third-largest sugar confectioner (after Mondelez and Mars/Wrigley), and the leading player in the Italian, Spanish and Indian sugar confectionery markets. It was formed from two major transactions: the merger in 2001 of Perfetti of Italy and Van Melle of the Netherlands; followed by the absorption of Spanish group Chupa Chups in 2006. The privately owned company is now active in more than 150 countries, selling a broad range of chewing gums and candies. It is especially active in developing markets in Asia. The company now maintains a single HQ in the Netherlands, as well as 30 manufacturing sites and sales offices all over the world. The group is perhaps best-known for its chewy Mentos "dragees", mints and gum, distributed in more than 100 countries. Sales were boosted dramatically after 2006 when amateur science website Eepybird revealed the explosive effects of Mentos candies dropped into carbonated sodas. Mentos is supported by two other lead brands: Chupa Chups lollipops and Alpenliebe hard candies, which have an enormous following in India and China. However the group also manages a large collection of other candies, mints and gums. Among the biggest are Italy's homegrown chewing gums Vigorsol and Xylitol, Smint and Frisk mints and US candy Air Heads. The business is privately owned by brothers Augusto and Giorgio Perfetti, who now reside in Switzerland. Their father and uncle founded the business in Italy immediately after the Second World War to sell American-style candy. Revenues for 2019 were €2.6bn. Candy and mints accounted for just under two thirds of sales and gum for the rest. Sameer Suneja is CEO.

Capsule checked 18th November 2020

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