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Make A Mint

There's more to intense mints than tasty kisses.

This story appears in the November 1999 issue of Entrepreneur. Subscribe »

Definitely a social phenomenon aimed at the ever-increasing demographic of 15- to 35-year-old tech-savvy, extroverted hipsters whose biggest fear may well be halitosis and who would have no qualms about spending $5 or less on the next new anything, the "intense mint" is hot. Fueled by the early 1990s reintroduction of Callard & Bowser-Suchard's infamous Altoids, it has become one of the fastest-growing segments in the candy industry.

"Despite the fact that [Altoids] have been around since the reign of King George III," says senior brand manager Chris Peddy, "we're very much on track with today's consumer attitudes." With America's attraction to strong-flavored foods, he adds, "power mints were a natural occurrence."

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