MENTHOLATED FRESH AIR GUM EXPANDS DISTRIBUTION 2004-03-22 (1)

STEPHANIE FAGNANI

DALLAS -- A new mentholated gum introduced exclusively to 7-Eleven stores earlier this year will soon be available in mainstream supermarkets, SN has learned.

Fresh Air Gum, a sugar-free product, was developed by Ovalette Brands, New Rochelle, N.Y., in partnership with the 7-Eleven convenience-store chain. The item was designed with smokers and those suffering the effects of the flu or other sore throat ailments in mind.

"We are always looking for new uses and new users for the category. Since this type of gum is so popular in other parts of the world and people use items like Halls regularly, the gum seemed to be a perfect extension," Derek Schmitt, 7-Eleven's candy category manager, told SN. "There is no health benefit, only a soothing sensation and improved breathing like the Breathe Right strips," he added.

It is available in Mint Chill, Tangerine Ice and Honey Lemon Chill flavors, and has a taste similar to cough and throat lozenges. Suggested retail price for a 12-pack is 99 cents. Stephen Wolff, president of Ovalette Brands, told SN his company is in the process of securing distributors and creating point-of-purchase displays for supermarkets.

7-Eleven has added similar products to the gum and mint categories in the past, such as Xit Ice Mints and Aqua Drops and is planning to add more due to the growing popularity of value-added items, Schmitt said.

"Functional products like intense breath freshening and whitening are driving the categories. Innovation like liquid mints are creating incremental sales," he said.