Peppersmith repositions as dental health brand, targeting $3.8m sales

14-Nov-2016 - Last updated on 14-Nov-2016 at 12:49 GMT

Peppersmith said that growing consumer awareness as a dental health brand is a challenge. Photo: Peppersmith

UK mint and gum maker Peppersmith is to reposition itself as a dental health brand and has secured a listing in supermarket Waitrose's dental section.

Peppersmith claims to be “market leader in 100% xylitol dental mints and gum” in the UK, and all its products are accredited by the Oral Health Foundation, sugar free and contain no aspartame.

The company will refresh its packaging to communicate its dental health image.Two of Peppersmith’s 50 g gum pouches will be available in Peppermint and Spearmint variants in Waitrose's dental category. The rest of its range of 15 g packs of mints, gum and pastilles are available at a variety of retailers.

Interdental grows fast

Waitrose dental buyer Sophie Maunder said, “Interdental is a fast growing area with shoppers looking to expand on their healthy daily regimes… We will continue to work with suppliers, such as Peppersmith, who can offer an efficacious dental product which offers a point of difference.”

Lizzie Bartholomew, brand manager at Peppersmith, told ConfectioneryNews that the oral care category from May 2015 to May 2016 had remained flat following previous years of growth.

“This has largely been due to a lack of innovation, with the number of NPD launches failing year-over-year,” she said.

“As the UK’s first 100% xylitol mints and gum, we see an opportunity for Peppersmith to bring some much needed innovation to the category and drive the value up.”

Raising consumer awareness as a dental health brand

However, as a brand up against big industry players both in confectionery and oral care, being seen and heard by consumers is a big hurdle, Bartholonew said.

“We have to outsmart rather than outspend,” she said. “A key challenge for the brand is growing awareness of Peppersmith as a dental health brand, making sure that consumers know there is more to the brand than great taste and nice packaging – that we have a role in daily dental routines.”

Peppersmith has been growing 40% per year on average, and it is targeting a value sales of £3m ($3.8m) next year.

Peppersmith will also introduce new product Strawberry Pastilles .The pastilles with natural strawberry flavoring is Peppersmith’s first fruit flavored line extension from its mint and gum brand. The product is currently available through the company’s website and at health and wholefood retailers across the UK.