Sweet at 25: How Perfetti has stayed ahead of rivals in toffee market

A quirky brand narrative and flexible prices and formats have helped the confectioner stay on top. But is this enough to keep new rivals at bay?

Known for brands such as Happydent, Center fresh, Center fruit, Alpenliebe, and Mentos, Perfetti Van Melle has spent years spreading itself wide and deep in the Indian candy heartland. Now as it completes 25 years in the country, the challenges are different and competitors, multiplying by the day. But the firm says, its formula of out-of-the-box branding and marketing while offering customers a new sweet to snack on at regular intervals will help keep it a head above the rest.

The Dutch major, which was formed in 2001 following the merger of Van Melle of Netherlands and the Perfetti group of