Kept on Wikipedia:Momints
| Momints | |
| |
| Formal name | Momints |
| Classification | Breath mint |
| Description | Liquid mint |
| Form | Sphere |
| Displacement | 33.5mm3 (approx.) |
| Mass | 0.06g (approx.) |
| Ingredients | Medium chain triglycerides, flavor, gelatin, sorbitol, glycerin, acesulfame potassium, sucralose, aspartame, thaumatin, color. |
| Nutrition Information | Per mint: Calories 0, Fat 0g, Sodium 0g, Carbohydrates 0g, Sugars 0g, Sugar Alcohol 0g, Protein 0g. |
| Active Ingredients | None |
| Flavors | Peppermint, Cinnamon, WinterBurst |
| Sugar Free? | Yes |
| Manufacturer | Yosha! Enterprises |
| Year introduced | 2003 |
| Slogans / Taglines | The World's Strongest Mint |
| Related products | None |
| Hazards | food coloring, phenylalanine, eye contact hazard, dispenser is choking hazard. |
Momints was an American breath mint manufactured by Yosha! Enterprises Corporation, headed by President and CEO Tony Shurman.[1] (Although "yosha!" (よっしゃ!) is a Japanese expression (roughly equivalent to the American "boo-yah!"),[2][3] the company was founded in the United States and based in Westfield, New Jersey.)[1] The product was introduced in 2003; Yosha! Enterprises is now defunct[citation needed] and the trademark for Momints expired in 2010.[4][5]
History
| “ | We then had sort of the next evolution of breath mint technology in these liquid-filled capsules that look really cool. Super fun name, M-O-M-I-N-T-S. We had an incredible rise and then this spectacular fall. | ” |
| — Tony Shurman, Portland Press-Herald[6] | ||
An iridescent, translucent sphere resembling a glass bead, the innovative product[1] pioneered the category of liquid-filled mints.[7][8] Momints' liquid mint solution (not true mint, as it contained no mint oil) was encased in a soluble gelatin shell. Biting the shell released the liquid contents.[citation needed]
The "Momints" brand name was chosen as a play on "moments"; advertising tag lines included "take a Momint", "seize the Momint", and "enjoy the Momint."[9]
The liquid mints niche pioneered by Moments was soon populated by similar products including Ice Breakers Liquid Ice from Hershey and Hiya Mints from Webb Candy.[8] Yosha! responded to Hershey's entry with a snarky statement characterizing Hershey as a "Johnny-come-lately Goliath" whose ad campaign featuring "bubble-headed celebrity siblings who feign disputes over whether a product is liquid or ice" (teen star Hilary Duff and her sister Hailey were featured in the Hershey ad campaign) was of no interest to Momint's"intellectually gifted and sophisticated consumers".[7]
In a marketing move for Christmas of 2004, Yosha! offered free Momints to mall Santas, the putative point being to prevent child-offending halitosis among this cohort. According to Tony Shurman, the result was a spike in sales as well as long-term brand awareness.[10]
By 2005, Momints were the top selling mint at 7-Eleven and were were garnering $15 million in annual revenue.[9] In 2005, Yosha! set up a German operation and began selling Momints in Germany.[citation needed]
Packaging
Momints were originally packaged in a transparent plastic package, designed to fit into a watch pocket. The box was a rectangular solid, except that at one short end the top sloped down to meet the base. The other end contained a hinged door, which opened to give to access to an internal chute. Individual Momints were dispensed through this chute. This package was styled the "E-Z Slide Pack". 28 Momints were contained in each package.[citation needed]
The product was offered in green (peppermint), blue (winter burst), and red (cinnamon) versions.[1][11]
By 2005, Momints were also being sold in clear tubes containing eight Momints. A more premium "super tube" containing 15 of the eight-count tubes was also offered. The super tube contained a mix of the three flavors. The venues for the initial rollout of the tubes were Wal-Mart, 7-Eleven, CVS, Eckerd, Wawa, Stewart's, and Barnes & Noble College Bookstores.[1]
According to Tony Shurman, the tube packaging – designed by the Canadian[12] branding and package design firm Zaunscherb – was inspired by tubes used for cosmetics. The tube design initially envisioned glass tubes, but plastic was used when the product was marketed.[1][13]
References
- ↑ 1.0 1.1 1.2 1.3 1.4 1.5 Jim George (January 31, 205). "Liquid mints become 'jewels' in a tube". Packaging World. Retrieved April 2, 2021.
- ↑ jhanabukiten (May 17, 2020). "Yossha! Yosha! よっしゃ！Meaning?". Yossha Japan. Retrieved April 2, 2021.
- ↑ "Booyah: interjection". Merriam-Webster Dictionary. Retrieved April 2, 2021.
- ↑ "MOMINTS - Trademark Details". Justia. 2010-04-24. Retrieved April 2, 2021.
Status: 710 - Cancelled - Section 8
- ↑ Michael Gerity. "Q: What is 'Status 710 - Cancelled - Section 8' when speaking in trademark situations?". Justia. Retrieved April 2, 2021.
Status 710 - Cancelled - Section 8 means that a federal trademark registration was cancelled for failure to file the required proof that the mark was still being used in commerce.
- ↑ Lisa DeSisto (interviewer) (February 28, 2020). "Like a Boss: Read the interview with Tony Shurman, President and CEO of Jasper Wyman & Son". Portland [Maine] Press-Herald. Retrieved April 2, 2021.
- ↑ 7.0 7.1 Steve Hall (February 21, 2005). "Momints Calls Ice Breakers Campaign Bubble-Headed". Adrants. Retrieved April 3, 2021.
- ↑ 8.0 8.1 Mary Ellen Kuhn (April 1, 2005). "Beyond Breath Freshening". Candy Industry. Retrieved April 2, 2021.
- ↑ 9.0 9.1 Karen Post (June 13, 2005). "Kool wordz stand out from the pack of sameness". Jacksonville Business Journal. Retrieved April 4, 2021.
- ↑ Gwen Moran (November 4, 2004). "Mints for Santa, net service at Sam's Club and more - Fresh Ideas" (PDF). Marketing Buzz. Entrepreneur Magazine. Retrieved April 2, 2021.
- ↑ "Yosha! Enterprises, Inc. - Product Selection". Everything Food. Retrieved April 2, 2021.
- ↑ "ZRB Creative Marketing Support". Zaunscherb official website. Retrieved April 2, 2021.
- ↑ McQuarrie, Laura (January 14, 2016). "Momints' Mint Tube Packaging Securely Transports Gel-Filled Liquid Capsules". trendhunter.com. Retrieved April 5, 2021.
External links
- Momints web site at the Wayback Machine (archived July 23, 2011)
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