Center Fresh forays into intense mint category

Center Fresh – the iconic brand from confectionery major Perfetti Van Melle India – has launched Center Fresh Mints Clean Breath, marking its foray into the ‘intense mints’ segment. The three-layer product is made using compressed mint technology with zinc lactate trapped in the central layer.

Available in Menthol Eucalyptus flavour, the product is clinically proven to offer intense cooling and freshness that lasts for 60 minutes, making it one of the most differentiated propositions in the country, the company claimed.

The mints are available in a unique butterfly shape that allows for easy rolling in the mouth along with ridges that aid in tongue cleaning. “Priced at Re 1, this unique and differentiated offering is the country’s first sugar-free mint available at this compelling price point,” it stated in a press note shared with PrintWeek.

According to the brand, Center Fresh Mints Clean Breath targets professionals who require intense fresh breath confidence to take on high-stake situations at the workplace. “The launch, therefore, is well timed with the consumers stepping out after nearly a year of working from home,” it added.

Rohit Kapoor, director marketing,  Perfetti Van Melle India, said: “Over the last two-and-a-half decades, we have been able to create a strong resonance for Center Fresh by leveraging various consumption trends to offer meaningful products for all occasions. As people begin to step out for work and other commitments, they will need to feel fresh and confident.

“Clean Breath proposition offers fresh breath confidence for a prolonged duration to our consumers and the communication for this launch highlights this with a high stakes interview situation. We are also hopeful that Clean Breath will add incremental business to the brand.”

The launch was supported with campaigns on television, on digital medium and with point-of-sale materials for retail trade.