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Altoids

Altoids are a brand of curiously strong mints, primarily peppermint-flavored, sold in distinctive rectangular metal tins and renowned for their intense flavor and breath-freshening properties.^[1] Originally developed in 1780 in London by apothecary Smith Kendon of Smith & Company as a lozenge to relieve intestinal discomfort, the mints evolved from a medicinal remedy into a popular confectionery product due to their potent peppermint oil content.^[1] The brand was introduced to the United States in 1918 and gained widespread popularity in the 1990s through marketing emphasizing their "curiously strong" nature, a tagline rooted in their 1920s branding as an antidote to stomach ailments.^[1] Over time, Altoids expanded beyond the original peppermint variety to include flavors such as wintergreen (launched 1997), cinnamon (1999), and sugar-free options like Arctic (2014) and Smalls (2009), while maintaining their signature tins that have become collectible items.^[1] Ownership transitioned through several companies: acquired by Callard & Bowser in the 19th century, then by Kraft Foods, before Wm. Wrigley Jr. Company purchased the brand in 2004 for $1.48 billion as part of a deal including Life Savers.^[2] In 2008, Mars, Incorporated acquired Wrigley, making Mars Wrigley the current producer and distributor of Altoids worldwide.^[3] Today, Altoids remain a staple in the confectionery market, celebrated for their bold taste and cultural icon status in American pop culture.^[4]

History

Origins and early development

Altoids were invented in 1780 by Smith Kendon of the London-based confectionery firm Smith & Company, initially as peppermint lozenges designed to alleviate stomach discomfort.^[1] The product's original purpose stemmed from the medicinal properties attributed to peppermint oil, which was believed to soothe intestinal issues and serve as a remedy for digestive ailments, including motion sickness.^[1] Smith & Company marketed these lozenges primarily as a health aid rather than a confection, positioning them as an alternative to peppermint water for treating upset stomachs.^[5] The formulation, credited to Smith Kendon, consisted of peppermint oil, sugar, gum arabic, and gelatin, creating compact tablets with an intensely strong flavor intended for gradual dissolution to provide relief.^[5] Early production occurred in London, where the lozenges gained popularity among apothecaries and consumers seeking natural remedies for gastrointestinal problems.^[6] Initial sales were confined to the United Kingdom, with the product sold through pharmacies and general stores as "medicinal lozenges" emphasizing their therapeutic benefits over any pleasurable taste.^[1] During the 19th century, Smith & Company merged with the established confectionery business Callard & Bowser, founded in 1837, which broadened the product's distribution and began shifting its perception from a strictly apothecary item to a more widely enjoyed confectionery.^[5] Under Callard & Bowser's ownership, Altoids retained their medicinal branding but increasingly appealed to a general audience, marking the gradual transition toward recognition as a peppermint candy while preserving the original strong peppermint profile.^[6] This evolution reflected broader trends in the British confectionery industry, where herbal remedies blended with sweets to meet both health and indulgence demands.^[5]

Expansion and ownership changes

Altoids were first introduced to the U.S. market in 1918 through imports from the United Kingdom, where the mints had been produced since the 1780s by London-based Smith & Company and later incorporated into Callard & Bowser's portfolio in the 19th century.^[1]^[5] Initially distributed in cardboard packaging, the brand gained gradual traction among American consumers, but remained a niche import for decades. Full-scale production in the United States did not begin until the mid-2000s, marking a significant step in the brand's globalization.^[2] The ownership of Altoids underwent several corporate transitions throughout the 20th and 21st centuries, reflecting broader consolidations in the confectionery industry. In 1951, Callard & Bowser was acquired by Arthur Guinness Son & Company, integrating the mints into a diversified portfolio that included beverages and sweets. The company changed hands again in 1982 when it was sold to Beatrice Foods of Chicago, followed by a sale to United Biscuits (Holdings) in 1988 for approximately $37 million.^[6]^[7] In 1993, United Biscuits divested its confectionery division, including Altoids, to Kraft General Foods as part of a strategic refocus, allowing the brand to leverage Kraft's North American distribution networks.^[6] Kraft further expanded Altoids' presence during the 1990s, when the brand adopted the "Curiously Strong" slogan to highlight its intense flavor during U.S. market expansion.^[8] By the late 1990s, Altoids had surged in popularity, becoming the best-selling peppermint mint in the United States with annual sales exceeding $60 million and ranking among the top breath mint brands overall.^[8] In 2004, Kraft sold its U.S. sugar confectionery business, including Altoids and Life Savers, to Wm. Wrigley Jr. Company for $1.48 billion, a deal that underscored the mint's commercial value.^[9] Wrigley, in turn, was acquired by Mars, Incorporated in 2008 for $23 billion, transferring Altoids to Mars Wrigley Confectionery, its current owner as of 2025.^[3] A key aspect of the brand's expansion involved relocating production from the United Kingdom to the United States in the mid-2000s to better serve the growing North American demand and reduce import costs. In 2005, Wrigley announced plans to shift manufacturing to a facility in Chattanooga, Tennessee, with operations commencing in 2006 at the former Nabisco plant acquired as part of the Kraft deal.^[10] This move not only streamlined supply chains but also positioned Altoids for further global growth under Mars' oversight, while maintaining the traditional metal tin packaging synonymous with the brand.^[11]

Products and varieties

Classic mints

The classic Altoids mints form the foundational product line of the brand, consisting of hard tablet candies designed primarily for breath freshening with an intense flavor profile known as "curiously strong." These mints originated with peppermint as the flagship variety and have since expanded to include a core selection of enduring flavors: peppermint, wintergreen, cinnamon, and spearmint.^[4]^[12] The primary ingredients in classic Altoids mints are sugar, gum arabic, natural flavors (such as oil of peppermint for the peppermint variety), and gelatin, providing a hard, dissolvable texture. Cinnamon mints incorporate artificial flavors, corn starch, and red 40 coloring for their distinctive hue and taste. Sugar-free variants, such as those in the Smalls line, replace sugar with sorbitol as the main sweetener, along with artificial sweeteners like sucralose and acesulfame K, magnesium stearate, and colors, while maintaining a similar intensity.^[13]^[14]^[15] Nutritionally, each classic mint delivers approximately 3 calories and 1 gram of total sugars, derived almost entirely from added sugar, with negligible fat, sodium, or protein; a serving of three mints totals about 10 calories and 3 grams of sugar. This low-calorie profile supports their use as breath fresheners, where the "curiously strong" sensation stems from the concentrated essential oils, such as peppermint oil, which provide a high menthol-like cooling effect to combat bad breath effectively.^[16]^[13]^[1] These mints are packaged in the brand's signature rectangular metal tins, with the standard size being 1.76 ounces containing approximately 71 mints per tin. The tins' durable, collectible design enhances portability and preservation of the mints' freshness.^[13]

Sours and other flavored varieties

The Altoids Sours line was introduced in 2001 as a tangy counterpart to the brand's traditional mints, featuring hard candies coated in a sour sugar shell for an intense puckering sensation.^[17] Initial flavors included tangerine, citrus, and mango, with additional options like apple and raspberry added later to expand the sour profile.^[18] These varieties aimed to appeal to consumers seeking bolder, fruit-forward alternatives to the standard peppermint and wintergreen staples. Despite initial popularity among fans of sour candies, the Sours line was discontinued in 2010 primarily due to declining sales and low national demand.^[19] Market performance lagged as consumer preferences shifted toward sugar-free and less intense breath-freshening options, contributing to the decision to phase out the product.^[20] Post-discontinuation, collector interest grew significantly, with unopened tins of original Sours flavors commanding premium prices—often exceeding $100—on resale platforms due to their nostalgic appeal.^[21] Revival efforts emerged in the 2010s through small-scale producers attempting to recreate the original recipe, though these were limited in distribution.^[22] A more widespread return occurred in 2024 when Iconic Candy relaunched the sours as "Retro Sours," retaining the classic tangerine, citrus, and mango flavors in the signature round tins while emphasizing the original tangy intensity. In 2025, the line expanded with additional flavors including passionfruit, watermelon, raspberry, and red apple.^[23]^[24] Beyond the Sours, Altoids experimented with other flavored varieties, including the Apple Sours, which offered a crisp, tart apple taste before its discontinuation alongside the line.^[18] In 2007, the brand introduced Dark Chocolate Covered Altoids in peppermint, cinnamon, and ginger flavors, providing a coated twist on core mint profiles, though these were later discontinued amid similar market challenges.^[19] Seasonal limited releases, such as holiday-inspired variants, have appeared sporadically up to 2025, often tying into broader trends in flavored confections but facing discontinuation risks from fluctuating demand.^[25]

Alternative formats

Altoids has developed several alternative formats to its traditional tablet mints, focusing on enhanced portability, quick dissolution, and intensified cooling sensations to appeal to consumers seeking convenient breath freshening options. Altoids Gum was introduced in 2003 as a sugar-free chewing gum option, featuring flavors like peppermint and cinnamon. The product utilized xylitol as a sweetener, aligning with growing demand for sugar-free oral care items during the early 2000s. It was packaged in compact tins similar to the classic mints, emphasizing portability for on-the-go use. Although discontinued in major markets like the United States by 2010 due to shifting consumer preferences toward other gum brands, Altoids Gum was also discontinued internationally around the same time.^[26] Altoids Strips, launched in 2003, represented an innovative thin-film dissolvable format designed for rapid breath freshening. Available in peppermint and cinnamon flavors, these strips dissolved quickly on the tongue, providing a portable alternative to tablets without the need for chewing or prolonged sucking. Packaged in sliding tins for discretion and ease of carry, the strips targeted users prioritizing convenience in social or professional settings. However, they were discontinued shortly after introduction as part of broader industry trends away from breath strip products, which saw declining sales by the mid-2000s.^[26] Altoids Arctic mints, introduced in 2003, offer an iced variant of the tablet form with a higher moisture content that delivers a pronounced cooling sensation upon consumption. Flavors include peppermint, wintergreen, and strawberry, distinguishing them from the drier classic mints through their smoother, more hydrating texture for extended freshness. Unlike the metal tins of traditional Altoids, Arctic mints are housed in plastic stand-up packaging to preserve their moisture levels and enhance shelf stability. This format has proven particularly successful, positioning Arctic as a bestseller among Altoids' non-traditional offerings and driving strong market performance through its appeal for intense, long-lasting refreshment.^[27]^[28] These alternative formats—gum and strips for chewable and dissolvable portability, and Arctic for iced cooling—extended the Altoids brand into diverse consumption styles, though only the Arctic line maintains widespread availability today.^[4]

Packaging

Tin design and production

Altoids' signature metal tins were introduced in the 1920s, transitioning from earlier cardboard packaging to provide better protection for the mints and ensure they remained securely closed during transport in pockets or handbags. This shift enabled airtight storage, which helped preserve the potency and freshness of the curiously strong mint flavors by preventing exposure to air and moisture. The tins feature a distinctive rectangular shape measuring approximately 3.75 x 2.25 x 0.75 inches, with a hinged lid for easy access and reliable sealing.^[29]^[30]^[31]^[32] The tins are constructed from high-quality tin-plated steel, offering durability and a premium feel while being fully recyclable as metal. The design includes embossed logos and brand elements directly on the surface for a vintage aesthetic, complemented by colorful paper labels that vary by flavor to aid identification—such as the classic red tin with yellow lettering for peppermint, blue for wintergreen, green for spearmint, and dark red for cinnamon. These variations maintain brand consistency while distinguishing product lines visually.^[33]^[34]^[4] Production of the tins and mints originally occurred in the United Kingdom but shifted to the United States in the mid-2000s following the acquisition of the brand by Wm. Wrigley Jr. Company in 2004. The manufacturing moved from a facility in Bridgend, Wales, to Chattanooga, Tennessee, in 2006, allowing for increased efficiency to meet growing American demand while retaining the traditional tin design. This relocation emphasized the tins' role in the brand's identity, as the metal packaging continues to be a key differentiator from plastic alternatives used by competitors. The recyclable nature of the steel supports modern sustainability efforts, contrasting with the non-recyclable cardboard used in pre-1920s packaging.^[2]^[35]

Collectibility and cultural reuse

The collectibility of Altoids tins gained prominence in the 1990s and 2000s, fueled by aggressive marketing that emphasized their iconic packaging and the release of limited-edition variants, combined with the tins' robust metal design that lent itself to long-term preservation and secondary uses.^[33] Vintage tins predating the 1950s, identifiable by their decorative serif fonts, ornate borders, and softer lithographic colors, typically command values of $15 to $50 in good condition, with rarer specimens reaching up to $400 depending on provenance.^[33] Discontinued editions like the Tangerine Sours tins, produced until 2010, hold significant appeal, with sealed examples selling for as much as $150 on secondary markets as of 2025; recreations of these sours flavors were introduced in 2024 by Iconic Candy under the "Retro Sours" name.^[36]^[33]^[17] Key determinants of a tin's value include its physical condition—mint examples without dents or rust fetch the highest prices—rarity stemming from early UK imports by Callard & Bowser before the 1980s, and exclusivity of limited releases such as holiday-themed or promotional designs.^[33]^[37] Platforms like eBay and Etsy have amplified demand by enabling global auctions and direct sales, often highlighting authenticated rarities to attract serious collectors.^[33] In cultural reuse, Altoids tins are frequently transformed into practical storage solutions, such as pill organizers, fishing lure cases, or holders for small craft tools, leveraging their hinged lids and compact dimensions for everyday utility.^[38]^[39] Representative DIY applications include assembling mini survival kits with essentials like matches and compasses or creating portable first aid sets with bandages and antiseptics, practices that promote upcycling and contribute to reduced waste through lower discard rates compared to single-use plastics.^[38]^[39] Dedicated collector communities engage via specialized online forums, where members exchange valuation advice, showcase acquisitions, and coordinate swaps or virtual events to build networks around Altoids ephemera.^[37]^[40]

Marketing

Advertising campaigns and slogan

The "Curiously Strong" slogan was introduced in the mid-1990s during Altoids' relaunch in the United States, shifting the brand's positioning from its original 18th-century medicinal roots as a remedy for stomach discomfort to a bold, intense-flavored candy that emphasized its high peppermint oil concentration.^[1]^[41] This tagline, developed by the Leo Burnett advertising agency, highlighted the product's unusually potent taste through provocative and humorous imagery, marking a departure from traditional breath-freshener marketing toward a more irreverent, curiosity-driven identity.^[5] In the 1990s, Altoids' advertising campaigns featured quirky TV and print ads that leaned into surreal humor to underscore the slogan's promise of intensity, such as spots depicting a dominatrix in leopard print with the line "Pleasure in Pain" or a figure in a silver spacesuit amid extreme scenarios.^[41] These efforts, supported by an increasing ad budget from $1 million in 1997 to over $10 million in 1998, helped reposition the brand for a U.S. audience accustomed to milder mints. By the 2000s, campaigns evolved to include digital initiatives like the myaltoids.com website for user contests and engagement, alongside guerrilla sampling events in urban areas where "trend ambassadors" distributed samples in edgy, theatrical styles to build buzz.^[42]^[43] Partnerships with around 100 influencers, including lifestyle writers and media personalities, promoted a "curious" lifestyle aligned with the brand's adventurous ethos.^[43] The marketing strategy gradually shifted the target audience from adults primarily seeking breath freshening to younger demographics, particularly males aged 18-34, through themes of edginess and exploration that appealed to upscale, tech-savvy consumers.^[43] This evolution was evident in the provocative visuals and underground tactics that contrasted with earlier, more utilitarian positioning.^[41] The "Curiously Strong" slogan and associated campaigns were credited with driving significant sales growth, tripling U.S. revenue from approximately $30-40 million in the mid-1990s to $100 million by 1999, establishing Altoids as a leading player in the breath-freshener category.^[42] Later 2000s efforts, including the influencer seeding and sampling, contributed to a 21% sales uplift in targeted markets like Canada.^[43]

Sponsorships and awards

Altoids has engaged in various sponsorships to align its "curiously strong" brand identity with creative and cultural initiatives, particularly in the arts. From 1998 to the mid-2000s, the company sponsored the Altoids Curiously Strong Collection, an annual program showcasing works by emerging American visual artists across media such as painting, sculpture, photography, and digital art. The initiative culminated in touring exhibitions at institutions like the New Museum and Los Angeles Contemporary Exhibitions (LACE); for example, the third annual collection in 2001 featured 24 artists, including Julie Mehretu and Jonathan Horowitz, and ran from July 14 to August 4 at LACE.^[44] In 2008, Altoids launched the Altoids Award (its sole edition) in partnership with the New Museum of Contemporary Art, providing $25,000 to each of four emerging American artists selected from artist nominations by a jury of peers, such as Paul McCarthy and Cindy Sherman in the inaugural year. Recipients also receive a group exhibition at the museum; the first winners included Ei Arakawa, Michael Patterson-Carver, Lauren Kelley, and Michael Stickrod, highlighting innovative contemporary practices.^[45]^[46]^[47] Beyond the arts, Altoids sponsored niche events to reach targeted audiences. In 1997, the brand supported Campus Concepts' intramural sports programs at U.S. colleges, joining other marketers in experiential activations for young consumers.^[48] In 2006, it backed off-site events at the International Contemporary Furniture Fair (ICFF), enabling expanded production of design-focused installations that echoed the brand's unconventional ethos.^[49] Additionally, in 2007, Altoids sponsored Gay Pride Month activities within the virtual world of Second Life's "The L Word" community, featuring branded events and highlights compiled in promotional machinima.^[50] Altoids' marketing efforts have earned recognition in advertising industry awards, underscoring the effectiveness of its quirky, tin-centric campaigns. In 2006, the Leo Burnett agency's Altoids print series in The New Yorker won the $100,000 Grand Kelly Award for best print campaign in North America, the 25th annual edition's top honor.^[51] The brand's interactive initiatives, such as the 2007 "Personalized Singing Love Telegram," received a Webby Award nomination in the Rich Media: Business-to-Consumer category.^[52] Campaigns have also garnered accolades at major creative festivals. The 2011 "Altoids Curiously Strong Awards" digital promotion earned a Clio Shortlist Award, celebrating user-generated content tied to social networks.^[53] Earlier work, including the "Curious George" spot, secured a Merit Award at The One Show, one of advertising's honors for broadcast excellence.^[54] The 2003 "Blossom" ad from the Curiously Sour Altoids campaign won an American Advertising Award (ADDY) for its innovative visual storytelling.^[55] Since the early 2010s, Altoids' marketing has shifted toward digital and social media engagement, though specific large-scale campaigns have been less prominent as of 2025.

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the original celebrated curiously strong mint - Altoids
Founder Smith Kendon of Smith & Co. invented us intending to relieve intestinal discomfort. We're so strong that we couldn't help but also combat bad breath.
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The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes ...Missing: sponsorships | Show results with:sponsorships
[53]
Altoids - "Blossom" by American Advertising Awards, ADDY 2003
Title, Blossom ; Agency, Leo Burnett Chicago ; Campaign, Curiously Sour - Altoids ; Advertiser, Callard & Bowser Suchard ; Brand, Altoids ...