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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-increasingdemographic of 15- to 35-year-old tech-savvy, extroverted hipsterswhose biggest fear may well be halitosis and who would have noqualms about spending $5 or less on the next new anything, the"intense " is hot. Fueled by the early 1990sreintroduction of Callard & Bowser-Suchard's infamousAltoids, it has become one of the fastest-growing segments in thecandy industry.

"Despite the fact that [Altoids] have been around since thereign of King George III," says senior manager ChrisPeddy, "we're very much on track with today's consumerattitudes." With America's attraction to strong-flavoredfoods, he adds, "power mints were a naturaloccurrence."

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