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Altoids
1780
Smith & Company in London invented Altoids. The founder, William Smith, formulated the tablets with peppermint oil, sugar, gum arabic, and gelatin.
They were created as medicinal lozenges to relieve intestinal discomfort. Unlike today’s breath mints, these peppermint-oil-infused tablets were more like today’s Tum’s, relieving stomach ailments.
The name “Altoids” combines the Latin “alt” (to change) and Greek “oids” (taking form), positioning the product’s purpose to “change” digestive issues.
Mid-1800s
Callard & Bowser acquired Smith & Company in the mid-1800s, adding Altoids to their broader candy portfolio. This acquisition expanded distribution beyond apothecaries into general retail. It shifted Altoids from purely medicinal to partially recreational use.
1918
Altoids entered the American market in cardboard packaging. The mints remained relatively obscure in the U.S. for decades. But they had a popular niche presence primarily in specialty stores and pharmacies.
1920s
Altoids redesigned their packaging from cardboard boxes to the now-iconic rectangular metal tins in the 1920s. The tin container protected the brittle lozenges and made it easy to carry around the mints in pockets and handbags.
The durable, portable container quickly became iconic, as recognizable as the product itself.
Late 19th/Early 20th Century
The famous slogan “The Original Celebrated Curiously Strong Mints” emerged in the late 19th century. It successfully highlighted the unusually high concentration of peppermint oil in Altoids. The marketing campaign emphasized their intensity compared to competitors and reinforced their dual medicinal-culinary identity.
1930s
During the 1930s, marketers continued to position Altoids as a health tonic. They claimed the mints could be used as a diet aid. The company claimed the mints counteracted “the distressing effects of fasting.”
1970s
Altoids expanded beyond its original peppermint formula in the 1970s by introducing wintergreen flavor. This was the first recipe variation in nearly two centuries.
1980s
Building on the success of wintergreen, Altoids introduced cinnamon-flavored mints, a spicy alternative to the traditional peppermint flavor.
1982-2008
The Altoids brand changed hands multiple times:
Its historic brand value has made the mints sought after by large corporations over the years.
1990s
Altoids experienced a surge in American popularity through targeted marketing to coffee drinkers and celebrity endorsements from figures like Rosie O’Donnell and Joan Rivers. The 1990s saw Altoids become America’s leading breath mint.
2001-2010
Altoids introduced Sours candy in 2001, a change from its traditional mint category. Despite developing a dedicated following, Wrigley discontinued the candy in 2010 due to disappointing sales. Though empty tins continue to sell online, one tin reportedly sold for up to $25 on eBay.
2006
Altoids’ manufacturing moved from Bridgend, Wales, to Chattanooga, Tennessee, in 2006. The American market had become Altoids’ primary sales territory. The relocation optimized logistics and production costs. But some say the move lost its British identity.
2007
Altoids sponsored the biennial Altoids Award at The New Museum of Contemporary Art, offering $25,000 prizes to four artists. Notable figures, including Paul McCarthy, Cindy Sherman, and Rirkrit Tiravanija, selected the initial winners.
2024
Iconic Candy recently introduced “Retro Sours” as a revival of the discontinued Altoids Sours, featuring flavors such as citrus, tangerine, and mango. Though not manufactured by Mars Inc., this product capitalized on nostalgia for the original sours, selling exclusively at Cracker Barrel stores.
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