Cadbury relaunches Trebor Mints

By Mike Stones

- Last updated on GMT

Related tags Brand management Brand Design Cadbury schweppes

Confectionery giant Cadbury is to relaunch its Trebor Extra Strong Mints and Softmints brands with new packaging designed by London-based design agency Jones Knowles Ritchie (JKR).

The new Trebor Extra Strong Mints and Softmints products will become available in convenience stores and supermarkets this month.

The confectionery manufacturer commissioned the designers to rejuvenate the two heritage brands. Cadbury’s senior brand manager Clare Tasker told the publication Design Week​ that briefed the designers to produce “eye-catching packaging that retains the no-nonsense brand characters​,” for the two mint brands.

The new packaging is designed to attract 35 to 55-year-old former consumers of the mints in addition to appealing to existing customers.

Stand out on a shelf

Andy Knowles, chief executive of JKR, said: “Since rollpack mints are the epitome of impulse purchasing, they have to have really strong stand-out on shelf.” ​He describes the redesigned packaging for both mint products as ‘a strong evolution’.

JKR’s website ( explains that he company believes brands should project the things that make them different, rather than reflect the comfortable conventions of their categories. “Getting seen is half the battle, but we believe great branding must also convey your unique character at a glance,” according to the company. That means it's not enough to express yourself engagingly, originally and in a way that can only come from you. To be truly charismatic, the art is in making it all look effortless.”

Cadbury appointed JKR in February 2008 to work on the redesign.

Trebor Extra Strong Mints were launched in 1935 by the Trebor Confectionery Company.

Today, they are available in three flavours - Peppermint/Original, Spearmint and Menthol.

In 1989 Cadbury Schweppes paid ₤110.3m for the Trebor Group.

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