Smint has surpassed the £20 million sales mark following a record-breaking year for its core mint range, cementing its status as the fastest-growing mint brand in the market.
Over the past four weeks, Smint has recorded 35 per cent year-on-year value growth, lifting its market share to 11 per cent [Circana, 52w/e 04.10.25] and overtaking rivals such as Tic Tac. The brand’s success has been driven by increased distribution, greater in-store visibility and a consumer campaign that resonated strongly with on-the-go shoppers.
According to the company, Smint is the only brand in the mint category to achieve distribution growth in the past year, up 13 per cent to reach 76 per cent weighted distribution. Its expansion across retail channels has been supported by high-impact point-of-sale displays in high footfall areas, designed to convert impulse shoppers into repeat buyers.
Earlier this year, Smint also invested nearly £300,000 in an out-of-home media campaign that reached six million commuters across London and the South East. The two-week ‘Refresh and Reset’ campaign achieved 36 per cent creative recall – well above the 24 per cent media benchmark – and boosted brand awareness in London from 43.5 per cent in February to 57.5 per cent by August.
“Reaching the £20 million 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 £5.4 million brand, so to have grown almost fourfold in under two years proves just how powerfully shoppers and retailers have backed us,” Caroline Grimshaw, Brand Manager at Smint, said.
“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.”
Smint said it expects to continue building momentum into 2026 and encouraged retailers to keep shelves well stocked as demand for the brand continues to rise.