Trebor Bassett is putting £4.5m behind this week's launch of Mighty Mints, a mini version of its flagship Trebor Extra Strong brand. The Mighty Mints launch campaign kicks off with TV advertising in March featuring Trebor Extra Strong's brand ambassador Bobby Mallett. It will also include sampling and trade PR. Mighty Mints is the most significant new product development in the brand's 15 year history, the company said. Two years ago it launched flavour variants. The launch reflects the company's confidence in the mini mints sector, growing 100% year on year [Information Resources]. Smint was the first to launch in 1996, followed by Polo Supermints in 1998. Trebor predicts an increase in total sales of 55%, which will make the mini mints market worth £37m by this June. Mighty Mints is aimed at young adults with active social lives. The packaging, which dispenses one mint at a time, is designed to reflect its emphasis on convenience and portability. Rsp: 75p for 40 mints. {{P&P }}

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