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ITC Foods extends Mint-O brand to hard-boiled candy - 07 Oct 2004

ITC's Foods Division on Wednesday announced the launch of `Mint-O Fresh', a hard-boiled mint candy in two flavours. This launch extends the Mint-O brand, which has till now been present only as compressed mint tablets, to hard-boiled candy, the company said in a statement here. "The launch of Mint-O Fresh is in line with our marketing strategy of adding excitement and contributing to the growth of the confectionery category. It is in line with our business strategy of providing the adult consumer with the complete range of mint-based confectionery products across price points," said the Foods Division Chief Executive, Mr Ravi Naware. The Mint-O Fresh pack brand communication is focused on product benefits of fresh breath and this has been depicted through a TV commercial. Mint-O Fresh will be a deposited candy product, priced at 50 paise, and will be made available in over a million outlets across the country.