What Altoids does

Altoids is a heritage consumer packaged goods brand that manufactures and markets pressed breath mints under the "Curiously Strong" positioning. Founded in 1780 by Smith Kendon of Smith & Co. in England as a digestive aid, the brand transitioned to a breath-freshening product over the 19th and 20th centuries and was introduced to the U.S. market in 1918. Altoids is wholly owned by Mars, Incorporated and operates within the Mars Wrigley Confectionery portfolio; it is not a standalone legal entity and has no independent capital structure or external investors.

The product portfolio is organized into three sub-brands: Altoids Classic (sugar-based pressed mints in Peppermint, Wintergreen, Spearmint, and Cinnamon in 1.76 oz tins), Altoids Arctic (sugar-free mints in Peppermint, Wintergreen, and Strawberry in 1.2 oz tins, launched 2014), and Altoids Smalls (compact 0.37 oz portable sugar-free tins launched in 2009). The core technology is a confectionery mint formulation using sugar or sugar-free sweeteners (sorbitol, sucralose, Acesulfame K), gum arabic as a binder, gelatin, and natural/artificial flavors, manufactured as pressed tablets and packaged in the brand's distinctive square metal tins. Products are sold individually and in multi-pack configurations (packs of 8, 9, or 12).

Revenue is generated through wholesale consumer packaged goods sales across grocery, convenience, drug, and mass-merchandiser retail channels globally, supplemented by online retail via the altoids.com "Where to Buy" locator. Pricing is unit-based with no subscription or recurring model. The customer base is horizontal — general adult consumers and working professionals seeking portable breath freshening — with no enterprise or named-account concentration. Brand marketing is conducted through paid and organic social (Facebook, Twitter/X, YouTube, Instagram, TikTok) and an email newsletter signup on the brand website.

Name

Altoids

Legal name

Altoids (brand owned by Mars, Incorporated)

Website

https://altoids.com

Company type

Private

Founded year

1780

Operating status

Operating

Short description

Altoids is a heritage breath-mint brand owned by Mars, Incorporated, manufacturing pressed mints in Classic, Arctic (sugar-free), and Smalls formats, distributed globally through mass retail and online channels to general adult consumers.

Ownership category

akta.pro rank

Product category

Breath Mints / Confectionery

NAICS

Nonchocolate Confectionery Manufacturing (31134)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Chewing Gum & Mints (CRADABAC)

akta.pro secondary industry

Tongue Cleaners & Breath Fresheners (CRABAFAI)

Keywords

• Breath mints
• Sugar-free mints
• Mint candy
• Pressed mints
• Confectionery mints

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Consumer Packaged Goods Sales: Altoids generates revenue through the sale of physical mint products across multiple retail channels including grocery, convenience, and drug stores. Products are sold in various pack sizes including single tins (1.76 oz), multi-packs (12-count), and smaller formats (Altoids Smalls 0.37 oz). Both sugar and sugar-free variants are available.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Altoids manufactures and sells pressed breath mints packaged in distinctive square metal tins under the "Curiously Strong" branding. The portfolio includes three product lines: Classic sugar-based mints (Peppermint, Wintergreen, Spearmint, Cinnamon in 1.76 oz tins), Arctic sugar-free mints (Peppermint, Wintergreen, Strawberry in 1.2 oz tins), and Smalls sugar-free mints (Peppermint, Wintergreen in 0.37 oz portable tins), available as single tins and multi-packs.

Product overview

ALTOIDS is a brand of breath mints owned by Mars, Wrigley, established in 1780. The product portfolio consists of three main product lines: (1) ALTOIDS Classic — the original sugar-based mints available in Peppermint, Wintergreen, Spearmint, and Cinnamon flavors in 1.76 oz tins (sold individually or in packs of 12); (2) ALTOIDS Arctic — a sugarfree line launched in 2014 featuring Peppermint, Wintergreen, and Strawberry flavors in 1.2 oz tins (sold individually or in packs of 8); and (3) ALTOIDS Smalls — a compact, portable sugarfree line launched in 2009 in Peppermint and Wintergreen flavors in 0.37 oz tins (sold individually or in packs of 9). All ALTOIDS products are marketed under the 'Curiously Strong' branding and are designed as breath fresheners packaged in distinctive metal tins.

Differentiator

Problem solved

Functional benefit

Brands

• Altoids Classic: The original line of Altoids mints including Peppermint, Wintergreen, Spearmint, and Cinnamon flavors in 1.76 oz tins.
• Altoids Arctic
• Altoids Smalls

Products and services

• ALTOIDS Classic Peppermint (1.76 oz single tin) Classic sugar-based peppermint breath mints in a 1.76 oz tin, made with sugar, gum arabic, natural flavors including oil of peppermint, and gelatin; approximately 71 mints per tin.
• ALTOIDS Classic Wintergreen (1.76 oz single tin) Classic sugar-based wintergreen breath mints in a 1.76 oz tin, made with sugar, natural and artificial flavors, gum arabic, gelatin, and Blue 1 color.
• ALTOIDS Classic Spearmint (1.76 oz single tin) Classic sugar-based spearmint breath mints in a 1.76 oz tin, made with sugar, gum arabic, natural and artificial flavors, gelatin, and colors (Blue 1, Yellow 5).
• ALTOIDS Classic Cinnamon (1.76 oz single tin) Classic sugar-based cinnamon breath mints in a 1.76 oz tin, made with sugar, gum arabic, artificial flavor, gelatin, and Red 40 color.
• ALTOIDS Arctic Peppermint (1.2 oz sugar-free single tin) Sugar-free peppermint breath mints in a 1.2 oz tin, made with sorbitol, natural and artificial flavors, magnesium stearate, Acesulfame K, sucralose, and Blue 1 Lake color; approximately 49 mints per tin.
• ALTOIDS Arctic Wintergreen (1.2 oz sugar-free single tin) Sugar-free wintergreen breath mints in a 1.2 oz tin, made with sorbitol, natural and artificial flavors, magnesium stearate, Acesulfame K, and sucralose.
• ALTOIDS Arctic Strawberry (1.2 oz sugar-free single tin) Sugar-free strawberry breath mints in a 1.2 oz tin, made with sorbitol, malic acid, natural and artificial flavors, magnesium stearate, citric acid, aspartame, Acesulfame K, and color added.
• ALTOIDS Smalls Peppermint (0.37 oz sugar-free single tin) Sugar-free peppermint breath mints in a compact 0.37 oz portable tin, made with sorbitol, natural and artificial flavors, magnesium stearate, colors (titanium dioxide, Blue 1 Lake, Blue 2, Blue 2 Lake), and sucralose.
• ALTOIDS Smalls Wintergreen (0.37 oz sugar-free single tin) Sugar-free wintergreen breath mints in a compact 0.37 oz portable tin, made with sorbitol, natural and artificial flavors, maltitol, magnesium stearate, sucralose, and colors (Blue 2, Blue 1 Lake, Blue 2 Lake).
• ALTOIDS Classic Peppermint (Pack of 12) Pack of 12 individual 1.76 oz peppermint mint tins; sugar-based with gum arabic, natural flavors including oil of peppermint, and gelatin; total approximately 426 mints.
• ALTOIDS Classic Wintergreen (Pack of 12) Pack of 12 individual 1.76 oz wintergreen mint tins; sugar-based with natural and artificial flavors, gum arabic, gelatin, and Blue 1 color.
• ALTOIDS Classic Spearmint (Pack of 12) Pack of 12 individual 1.76 oz spearmint mint tins; sugar-based with gum arabic, natural and artificial flavors, gelatin, and colors (Blue 1, Yellow 5); total approximately 426 mints.
• ALTOIDS Classic Cinnamon (Pack of 12) Pack of 12 individual 1.76 oz cinnamon mint tins; sugar-based with gum arabic, artificial flavors, gelatin, corn starch, and Red 40 color.
• ALTOIDS Arctic Peppermint (Pack of 8) Pack of 8 individual 1.2 oz sugar-free peppermint Arctic mint tins; made with sorbitol, natural and artificial flavors, magnesium stearate, Acesulfame K, sucralose, and Blue 1 Lake color; total approximately 389 mints.
• ALTOIDS Arctic Wintergreen (Pack of 8) Pack of 8 individual 1.2 oz sugar-free wintergreen Arctic mint tins.
• ALTOIDS Smalls Peppermint (Pack of 9) Pack of 9 individual 0.37 oz sugar-free peppermint Smalls mint tins; total approximately 468 mints.
• ALTOIDS Smalls Wintergreen (Pack of 9) Pack of 9 individual 0.37 oz sugar-free wintergreen Smalls mint tins; total approximately 468 mints.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Mars Wrigley ConfectionerycoreOthersAltoids is owned and operated by Mars Wrigley Confectionery, a division of Mars, Incorporated. The brand leverages Mars Wrigley's extensive confectionery manufacturing, distribution, and marketing capabilities.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Market position

Strengths4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Altoids
• YouTubeyoutube.com/c/Altoids
• Facebookfacebook.com/altoids
• Instagraminstagram.com/altoids
• TikToktiktok.com/@altoids?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Altoids