Zelmin's Minty Mouth: A Different Breath Mint for a New Normal

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Zelmin’s Minty Mouth redefines the freshness of a traditional breath mint with a message that inspires confidence.

Zelmin’s Minty Mouth

"We wanted to reinvent the breath mint and develop a solution that gets to the root of the problem.” Raissen said. “Our clinically-tested formula uses parsley seed oil to help fight the odors that can cause bad breath from the foods we eat (especially garlic and onions)."

There’s the notion that Mother Nature has the cure for everything, and this includes bad breath. Remember that leaf of parsley on your dinner plate? It was actually meant to be eaten after all of the garlic and onion in the entree instead of left behind as a garnish.

Although this natural remedy is lost on most of us who would rather not chew and swallow a bunch of parsley after a meal, the concept helped innovate a breath mint that launched a family business.

Zelmin’s Minty Mouth takes a different approach to help combat your bad breath blues. After intensive research and testing, the company developed a gel capsule with a parsley seed oil core, coated with layers of powerful mint. According to Zelmin’s co-founder Jarred Raissen, this unique dual-action formula is what makes Zelmin's so effective.

"We wanted to reinvent the breath mint and develop a solution that gets to the root of the problem. That's why we took a scientific approach,” Raissen said. “Our clinically-tested formula uses parsley seed oil to help fight the odors that can cause bad breath from the foods we eat (especially garlic and onions)."

He adds that there is so much power behind this formulation that you would need to eat a mountain of parsley to come close to the instant freshness that Zelmin's provides. The potency makes the mints versatile as you can chew or swallow them, or savor them until they dissolve.

While disrupting the breath freshening market with a unique formula is certainly important, Zelmin’s Minty Mouth brand image is more people than product-centric. At a time when the breath mint industry addresses social distancing, Zelmin’s is overcoming this challenge thanks to social media.

Since June, the brand has been hosting an Instagram Live/TV series in a talk show format. The episodes cover various dating and relationship topics with fascinating, inspiring and often comical guests, but they place emphasis on a principal company value, having confidence. The concept is so important to the brand that it doesn’t want its product to be known as packaged breath mints, but a fresh box of confidence.

With the realization that not everyone is involved in the dating game right now, the company additionally brings awareness to another social distancing aspect that many can relate to, mask breath. As Raissen points out, “you need to wear your mask... not ‘beware’ of your mask." For some, bad breath has never been apparent until emphasized under a face covering, which can also impact an individual’s confidence.

"At Zelmin's, we want to give everyone the confidence to get closer,” Raissen said. “That's everything we stand for—the Zelmin's brand is about being your authentic self, no matter the situation, with confidence. So that no matter where you are (from meetings to first dates and everything in between), you know you’ll be fresh with Zelmin’s."

About: Zelmin’s Minty Mouth is a family-run business co-founded by a brother and sister team. Their goal: to create a range of breath fresheners that will disrupt the industry, and a brand that their friends and consumers around the world will resonate with. Together, they want to break down the taboos that exist around bad breath and change the conversation. That's why they harnessed the power of parsley seed oil and peppermint to create the ultimate dual-action breath mint.

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Marissa Pressey
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