Smint – the fastest growing mint brand in the market[3] – has officially reached the £20million milestone[4], following a record year of sales for its core range.
Over the last four weeks, Smint has delivered +35% value growth year-on-year, and with value market share now at 11%[5], the iconic brand is superseding competitors including Tic Tac, proving that targeted distribution, heightened in-store visibility and renewed consumer engagement drive tangible, sustained success.
As the sole mint brand in the category to see distribution growth – up 13% versus last year, with 76% weighted distribution[6] – Smint is rapidly expanding its presence on shelves but also deepening household reach. Strategic merchandising and standout POS in high footfall areas has helped convert casual shoppers into regular buyers, while the brand’s core innovation continues to resonate with loyal fans.
Just a few months ago, Smint invested nearly £300k in out-of-home media, inviting 6million commuters to ‘Refresh and Reset’ with two weeks of targeted outdoor advertising across London and the southeast. The campaign delivered exceptional results, with 36% of consumers recalling the creative – well above the 24% media benchmark – and awareness in London rising from 43.5% in February to 57.5% in August[7], cementing Smint’s position as the go-to mint for on-the-go missions.
Caroline Grimshaw, brand manager of Smint, said: “Reaching the £20million milestone is a huge moment for the brand and for everyone who’s helped us get here. At the start of 2023, Smint was a £5.4million brand, so to have grown almost fourfold in under two years proves just how powerfully shoppers and retailers have backed us. We’ve worked hard to make Smint unmissable – from sharper visibility in store to connecting with commuters through our out-of-home media – and it’s paid off. Expanding our footprint across more retailers has helped recruit more shoppers into the brand, while our focus on execution at shelf and fixture has meant more growth than ever before. We’re looking forward to continuing this momentum into 2026 and beyond and we’d encourage retailers to stay fully stocked as demand for Smint continues to build.”
