Extra Strong Mints

Extra Strong Mints is a United Kingdom confectionery brand known for strongly flavoured compressed mints. The brand was introduced in 1935 by Trebor, a British confectionery manufacturer, and became part of the Cadbury portfolio after Trebor was sold to Cadbury in 1989. Its identity has historically centred on a particularly forceful mint taste, distinguishing it from milder everyday peppermint sweets and supporting its use as a small, portable confectionery product. The brand's marketing history extends back to at least the early 1960s, when advertising used the slogan "Trebor mints are a minty but stronger." The line positioned the product through a direct comparison between familiar mint refreshment and a more intense flavour experience. This emphasis on strength has remained central to the brand's name and product proposition. Extra Strong Mints also received prominent sports sponsorship exposure. In March 1988, the brand committed £250,000 to sponsor the England national football team over a three-year period. The sponsorship connected the mints with a major national sporting property and represented one of the brand's more notable promotional investments. Manufacturing has been associated with Trebor's facility north of Sheffield in South Yorkshire, England. The Sheffield operation was reported to make approximately 35 million packs annually, indicating that the product was manufactured at substantial scale for the British market. The manufacturing link also ties Extra Strong Mints to Trebor's longer industrial and confectionery heritage. After a lengthy period without a new advertising campaign, a new series of Extra Strong Mints advertisements was produced by Wieden+Kennedy London in April 2015. The campaign was described as the first new advertising activity for the mints in more than ten years, marking a renewed effort to support the established brand. Publicly available reference material provides limited information about the current corporate structure, detailed product variants, leadership, and distribution outside the United Kingdom; those fields are therefore left limited rather than inferred.

Extra Strong Mints was first produced in 1935 by Trebor, a British confectionery manufacturer. The product entered the market as a strongly flavoured mint, with the intensity of its taste reflected directly in the brand name. Trebor's manufacture and marketing gave the mints an established place within the British packaged-confectionery sector. By the early 1960s, advertising had developed a clear proposition for the product. Promotional material used the slogan "Trebor mints are a minty but stronger," presenting the mints as a more powerful alternative to ordinary mint sweets. This message reinforced the brand's distinctive selling point without requiring a broad range of documented product claims or variants. Trebor was sold to Cadbury in 1989. Following that transaction, Extra Strong Mints became associated with Cadbury's confectionery portfolio while retaining the Trebor manufacturing identity in available descriptions. The change connected the brand to a larger British confectionery business, although the available reference material does not provide a complete account of subsequent corporate ownership or organizational changes. A notable promotional development took place in March 1988, before the sale to Cadbury. Extra Strong Mints provided £250,000 in sponsorship for the England national football team over a three-year period. The arrangement gave the brand visibility through one of the United Kingdom's most prominent national sports teams and broadened its advertising beyond conventional confectionery media. Production has been linked to Trebor's facility north of Sheffield, in South Yorkshire, England. The Sheffield site was reported to produce around 35 million packs per year, demonstrating the scale of the brand's manufacturing operation. The site is an important part of the product's documented industrial history because it connects the brand to a specific regional confectionery plant rather than to an unspecified corporate supply chain. In April 2015, Wieden+Kennedy London produced a new series of Extra Strong Mints advertisements. The campaign was described as the first advertising for the mints in over ten years, suggesting a return to active brand support after a prolonged period with little documented new promotion. The available material does not describe the creative execution, media budget, sales impact, or later campaign performance. The surviving public history is consequently concentrated on the brand's launch, Trebor's corporate transition, its strength-oriented advertising, the England football sponsorship, and the Sheffield production base. Information about individual executives, detailed pack formats, international operations, current ownership above Cadbury, and later product development is not established by the supplied references.

• 2015

  New advertising series released

  [1]Extra Strong Mintsen.wikipedia.org

  Wieden+Kennedy London produced a new series of advertisements, reportedly the first new advertising for the brand in more than ten years.

• 1989

  Trebor sold to Cadbury

  [1]Extra Strong Mintsen.wikipedia.org

  Trebor, the original manufacturer of Extra Strong Mints, was sold to Cadbury.

• 1988

  England football sponsorship announced

  [1]Extra Strong Mintsen.wikipedia.org

  The brand committed £250,000 to sponsor the England national football team over a three-year period.

• 1960

  Strength-focused advertising established

  [1]Extra Strong Mintsen.wikipedia.org

  From the early 1960s, promotional advertising used the slogan "Trebor mints are a minty but stronger."

• 1935

  Brand introduced by Trebor

  [1]Extra Strong Mintsen.wikipedia.org

  Trebor began making Extra Strong Mints in the United Kingdom.

A traditional British mint brand positioned around an especially strong mint flavour, portability, and everyday breath-refreshment use.

• Mint confectionery · 1935

  Extra Strong Mints

  The core Extra Strong Mints product is a packaged mint confectionery sold under the Extra Strong Mints name. Its defining proposition is an intense mint flavour, reflected in both the product name and the brand's historic advertising. The mints are associated with Trebor production in Sheffield, South Yorkshire, and with the British confectionery market. The supplied references do not identify specific pack sizes, ingredients, recipe changes, or separately named variants.

• 2015Wieden+Kennedy London advertising series

  United Kingdom

  Wieden+Kennedy London created a new series of advertisements for Extra Strong Mints after more than ten years without a new documented advertising campaign.

  Source
• 1988England national football team sponsorship

  United Kingdom

  Extra Strong Mints sponsored the England national football team through a three-year arrangement valued at £250,000.

  Source
• 1960Trebor mints are a minty but stronger

  United Kingdom

  From the early 1960s, Extra Strong Mints advertising used a slogan that framed Trebor mints as both recognizably minty and stronger than ordinary alternatives.

  Source

• 1989

  Trebor sold to CadburyM&A

  Background

  Trebor was the original manufacturer of Extra Strong Mints and had developed the brand in the United Kingdom.

  Action taken

  Cadbury acquired Trebor, bringing the mint brand into Cadbury's confectionery portfolio.

  Aftermath

  Available descriptions continued to associate Extra Strong Mints with Trebor production, including manufacturing at the Sheffield facility.

  Source

1. 1Extra Strong Mintsen.wikipedia.org
2. 2Trebor storyweb.archive.org