Mynthon is a Finnish brand of pastilles owned by Cloetta. It has been produced since the 1970s. [1] [2] Mynthon is the best selling brand of pastilles in Finland with a market share of about 30%: its annual sales are about 22 million items. [3] [4] As well as Finland, Mynthon is sold in the Baltic countries, Sweden and Norway. [2] Mynthon is considered an icon of refreshment. [4] The pastilles are especially used to relieve a sore throat. [5]
Mynthon was launched in the 1970s, [1] when it was produced by the company Merijal from Oulu. [6] Merijal was fused with Leaf in 1992. [7] Leaf produced the pastilles in Turku, later also in St. Petersburg in Russia. [8] [9] Currently the pastilles are produced in Slovakia. [10]
Mynthon was a long-time favourite among Leaf's products, and was one of the best-selling brands of pastilles in eastern Europe [11] and a market leader in the Baltic countries. [6] For example, in 2003 Mynthon was the second-most popular brand of pastilles in Russia. [12] In the early 2000s, Russia was Leaf's single most important export country and Mynthon pastilles were its most important export product. [8] In 2008, Mynthon was Finland's second-most popular brand of pastilles, after Sisu, also produced by Leaf. Leaf's share of Finland's pastille market was about 70% at the time. [10]
In 2010 Mynthon's share of the Finnish market for pastilles was about 30%. [5]
Mynthon is sold in various flavours, such as eucalyptus, menthol, cola, fruits and berries, both sweetened with sugar and without.
In 2012 Mynthon pastilles came in three versions: Original, Kaira and Spring. The Original version was sold in eight flavours in packages from 31 to 39 grams, Kaira in two flavours in 25 gram packages and Spring in three flavours in packages from 31 to 34 grams. [13]
In 2016 the pastilles were sold in the following versions:
Mynthon also came in three flavours of chewing gum: Mynthon Fresh Breath Aqua Menthol chewing gum (44 g), Mynthon Fresh Breath Ice Citrus chewing gum (44 g) and Mynthon Cool Mint chewing gum (44 g). [14]
In 2017 cola-flavoured Mynthon was introduced.
In 2010 marketing Mynthon moved from Dynamo Advertising to Skandaali. [5]
In 2015 a promotional video for Mynthon was made, where the beauty contestant Sara Chafak proposed kisses for men in an elevator in a candid camera session. The video received negative feedback and its idea was questioned. Two days after the publication of the video the Mynthon Facebook page said that the video will be discontinued: "Humour is an art and we failed to convey the message we wanted." [15]
In May 2016 the band Teflon Brothers published a video announcing it was changing its name to Mynthon Brothers. The video referred to the artist Pyhimys's way of gathering various new projects for himself: "Nää on taas näit Pyhin juttui, en mä tiedä, mist se oikein tulee" ("This is yet another of Pyhi[mys]'s things, I don't know where it is coming from"), commented Heikki Kuula. Pyhimys explained the change of name by saying that the rap artist Snoop Dogg had changed his name to Snoop Lion and the musician Bruno had changed his name to Bruno Mars, and the reason for both of them was "clearly co-operation with chocolate bar brands". [16]
The video also starred Cloetta's CEO Ville Perho, who had signed an agreement that the band took responsibility of marketing the brand. "We want that Mynthon also appeals to the younger target audience. Co-operation with Teflon Brothers is a new way to be present in media interesting young men", said Hanna Korhonen, Cloetta's chief of marketing, about the video. The co-operation with Mynthon, intended to last a long time, is concentrated on social media, various kinds of content and summertime festivals. The co-operation started with the Lähiöunelmii single, whose music video was shot in Los Angeles. The design and implementation of the campaign was done by Cloetta as well as Universal Music, [4] ToinenPHD and Bob the Robot. [17]
Peppermint is a hybrid species of mint, a cross between watermint and spearmint. Indigenous to Europe and the Middle East, the plant is now widely spread and cultivated in many regions of the world. It is occasionally found in the wild with its parent species.
Altoids are a brand of mints, sold primarily in distinctive metal tins. The brand was created by the London-based Smith & Company in the 1780s, and became part of the Callard & Bowser company in the 19th century. Their advertising slogan is "The Original Celebrated Curiously Strong Mints", referring to the high concentration of peppermint oil used in the original flavour lozenge. The mints were originally conceived as a lozenge intended to relieve intestinal discomfort.
Xylitol is a chemical compound with the formula C
5H
12O
5, or HO(CH2)(CHOH)3(CH2)OH; specifically, one particular stereoisomer with that structural formula. It is a colorless or white crystalline solid that is freely soluble in water. It can be classified as a polyalcohol and a sugar alcohol, specifically an alditol. The name derives from Ancient Greek: ξύλον, xyl[on] 'wood', with the suffix -itol used to denote sugar alcohols.
Tic Tac is a brand of small, hard mint manufactured by the Italian company Ferrero. They were first produced in 1969 and are now available in a variety of flavours in over 100 countries.
Chewing gum is a soft, cohesive substance designed to be chewed without being swallowed. Modern chewing gum is composed of gum base, sweeteners, softeners/plasticizers, flavors, colors, and, typically, a hard or powdered polyol coating. Its texture is reminiscent of rubber because of the physical-chemical properties of its polymer, plasticizer, and resin components, which contribute to its elastic-plastic, sticky, chewy characteristics.
Salty liquorice, salmiak liquorice or salmiac liquorice, is a variety of liquorice flavoured with the ingredient "salmiak salt", and is a common confection found in the Nordic countries, Benelux, and northern Germany. Salmiak salt gives salty liquorice an astringent, salty taste, akin to that of tannins—a characteristic of red wines, which adds bitterness and astringency to the flavour. Consuming salmiak liquorice can stimulate either a savoury or non-savoury palate and response. Anise oil can also be an additional main ingredient in salty liquorice. Extra-salty liquorice is additionally coated with salmiak salt or salmiak powder, or sometimes table salt.
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Eclipse is a brand of chewing gum and breath mint, first introduced in the U.S. by the Wrigley Company in 1999 as its first entrant into the U.S. pellet gum segment. It was modeled after Excel in Canada, which was launched in 1991.
A pastille is a type of sweet or medicinal pill made of a thick liquid that has been solidified and is meant to be consumed by light chewing and allowing it to dissolve in the mouth. The term is also used to describe certain forms of incense.
Leaf International BV was a confectionery company founded in the 1940s. Leaf had sales of approximately €527m (2010) and 2,400 employees. It had 11 factories in seven countries. Leaf was owned by CVC Capital Partners, Nordic Capital, and management. Bengt Baron was the CEO of Leaf.
Smint is a brand of sugar-free breath mints, known for their distinctive packaging that dispenses one mint at a time, and for their Reuleaux triangle shape. The name is a portmanteau of "sugarfree" and "mint", not of "small mint" as is commonly thought.
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Stride is a brand of sugar-free chewing gum created by Cadbury, sold in packs of 14 pieces. It was introduced in May 2006.
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Teflon Brothers is a Finnish hip hop group originally from Helsinki, Finland. The band consists of Pyhimys, Heikki Kuula and Voli.
Marianne is a Finnish mint chocolate candy originally developed in 1949 by Chymos, now produced by Fazer. Marianne candies have a hard peppermint-flavoured shell and a chocolate filling.
Hopeatoffee is a Finnish brand of candy bar, originally launched by Hellas, with a salty liquorice and toffee flavour. Production of Hopeatoffee started in the 1970s, and the candy was a new innovation at the time, as salty liquorice had not been combined with toffee before.
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