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E-mail Newsletter.

August 04, 2003
The latest European import arrives in the U.S. to do battle in the powermint wars.

In 1986, a joint venure between a Belgian grocer and a pharmaceutical company led to the development of a super-concentrated mini-mint called Frisk. It was first distributed in Belgian pharmacies, but its growing popularity brought it wider distribution. Frisk is now available in 40 countries across Europe, Asia, and America. In 1996 Frisk won the Award for Best Food Product of the Year in Japan, and the company believes it is the first time an imported product has won that award.

Frisk also claims its product is unique in the confectionery business because it is produced according to pharmaceutical standards. One example of their fastidiousness is that air pressure in the factory is kept slightly higher than outside so that dust can't get in.

Frisk mints come 50 to a package, and in four flavors: Peppermint, Spearmint, Eucalyptus, and Licorice. A small drawer in the plastic box slides open to dispense the sugar-free mints (much like Certs Powerful Mints). All the flavorings used are 100% natural.

In 1995, Frisk was acquired by the Italian confectionery giant Perfetti in 1995. (Interestingly, one of Perfetti's chewing gum products is sold under the brand name "Brooklyn," with an image of the Brooklyn Bridge on the package, evoking all the glamour of that NYC landmark.)

Frisk has adopted an ad slogan, calling itself the mint that "Sharpens You Up." I suppose London-based ad agency, Bartle Bogle Hegarty, is to blame, but someone should tell them that this motto just ain't gonna fly in the USA -- particulary if you're looking for a quick-pick-me-up mint, since you can get plenty of kick from a Penguin Caffeinated Peppermint.

Visitors to the Frisk web site can download a free screensaver and free games, or persuse "Ten Sharp Tips," ten ways to sharpen up your dating skills, salary, client relationships, or other scenarios. If you dig around long enough, you can also view RealPlayer clips of their television commercials.

Visit the Frisk Web Site

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