Mint Condition
With a fresh, funky twist on a familiar product, one candyman gets a taste of small-business success.
Vital Stats: Anthony C.
Shurman, 33, of Yosha! Enterprises Inc.
Company: Westfield, New
Jersey-based mint-maker
2004 Sales Projections: $15
million
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Return Ticket:
Pharmaceuticals giant Pfizer Inc.'s acquisition of
Warner-Lambert Co. prompted Shurman— marketing and sales
manager and "gum-and-mint guy" in the Warner-Lambert
candy division— opt for the severance package and go into the
mint business himself.
"Coming across
these mints before the big guys was a stroke of good fortune for
us."
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Big Find: His initial
concept-packaging that allows smokers to tuck breath mints into
their cigarette packs-became more appealing when Shurman came
across a process to produce tiny, liquid-filled spheres that pack a
punch. In an arena largely consisting of tablet-shaped mints,
Shurman is confident of a shake-up with his creation, Momints.
The Blues: Packaging options
like thin containers that slide into tight spots and petite glass
vials have enticed club owners and retailers such as 7-Eleven and
CVS, which carry the blue orbs. "There's never been a
good- looking mint," Shurman remarks on his product's
unique, pearl-like appearance.
Smaller Is Better: "I
know the way the big guys operate. I have an opportunity to be
faster, to take paths they cannot and will not take," he says.
"They look to buy proven, [smaller-scale] products in the
market and roll [them] out on a large scale. Having seen that from
the inside, I realize this can be a lucrative market."