Curiously strong Altoids moves up closer to No. 1

Thompson, Stephanie
December 1999
Advertising Age;12/13/1999, Vol. 70 Issue 51, p46
Trade Publication
This article reports on the performance of Callard & Bowser-Suchard Altoids adult breath mint in the market as of December 1999. In less than a decade, Altoids has built a 24.9 percent share of the $320 million breath-freshener category and is close to surpassing Ferrero USA's longtime leading brand TicTac, which holds a 25.3 percent share. If copycats are any indication, Altoids is onto something. Nabisco's LifeSavers have jumped on the bandwagon with extra-strong Ice Breakers and Warner Lambert Company's Certs introduced Powerful Mints. In addition, Van Melle USA introduced Mentos Cool Chews on the market.


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