ITC Limited today announced the expansion of the Mint-O Fresh portfolio with the launch of Mint-O Fresh Cool Green. The new variant Mint-O Fresh Cool Green will provide further thrust to the formidable presence that Mint-O Fresh has established in the adult mint category. The brand has also roped in the bold and confident Bollywood diva Rakhi Sawant to highlight the brand and product salience.

Speaking on the occasion of the launch, Mr. Ravi Naware, Divisional Chief Executive, ITC Ltd - Foods Division said "The new variant of Mint-O Fresh hallmarks ITC Foods' innovative & differentiated product strategy. ITC Ltd - Foods Division, being at the forefront of product development and innovation has introduced the new variant of Mint-O fresh after months of product and consumer research. "Mint-O fresh Cool Green" is milder and sweeter in taste and the cool green color of the mint connotes freshness and imparts oral hygiene and mouth freshening benefits. Mint-O Fresh Cool Green has been developed with a combination of two flavours - Spearmint and Peppermint. The new product will be supported by a multi-media communication campaign including a new television commercial featuring Rakhi Sawant. The initial campaign will be further supplemented by on-ground promotions distinctly communicating the product attributes and brand essence."

Mint-O Fresh, the hard boiled mint candy brand from ITC Foods stands for freshness that inspires self-confidence and plays a lead role in the consumer's social interactions. The communication of Mint-O Fresh has been about breath freshness enabling the protagonist to win over his girl. The tagline "Jab Laila ko karna tha impress to majnu ne khayi mint o fresh" has stood the test of times and is still widely known and remembered. This communication has worked well for the brand and has enabled it to gain shares in a short period of time in the face of intense competition. The brand today is a leader in its category.

Speaking on the new campaign, Ishita Tandon, Brand Manager Confectionery, ITC Ltd-Foods Division said "Adult mint confectionery is an impulse category where salience for a brand is very important. It is critical to get cut through so that the consumer remembers the brand and asks for it at the point of sale. Signing on Rakhi will help us get this cut through and improve brand salience. Also, Rakhi is bold, confident and frank and Minto Fresh has similar brand values. Thus there is a good fit with Minto fresh. Moreover, the brand statement has been breath freshness and the communication has been about the protagonist trying to impress his girl. What better than impressing Rakhi Sawant."

While maintaining the inherent property of freshness and confidence through mint o fresh the new communication intends to present the brand promise in another fresh and exciting manner. The use of street parlance dramatized through a protagonist trying to impress his girl is set to enhance the brand connect with its target audience.

About Mint-O Fresh:

The .50p Cough Lozenges segment, which accounts for 10.3% of the total confectionery market (value terms) is one of the fast growing segments with a growth rate of 32% (3 year CAGR, value terms). The segment has gained tremendous popularity over the past 3 years. The category of Cough Lozenges is characterized by well entrenched brands in the market. ITC Foods entered the fast growing Cough Lozenge segment with the launch of Mint-O Fresh in 2004. Currently available in Eucalyptus and Clove flavours, Mint-O Fresh has garnered a significant market share in the category and top of mind recall on the basis of its distinctive product offerings, immense retail reach and clutter-breaking communication. It is today the No. 1 brand in the 50 p cough lozenges segment.