Mynthon

Mynthon is a Finnish brand of pastilles and throat lozenges owned by Cloetta. The brand originated in the 1970s and was initially manufactured by Merijal, a confectionery company based in Oulu. Its products are positioned around fresh breath, cooling sensations and relief for an irritated or sore throat, with recipes and formats spanning menthol, eucalyptus, mint, fruit, berry, cola, liquorice and other flavours. Both sugar-containing and sugar-free products have been sold, alongside xylitol-based variants and selected chewing gums. The brand became part of the Leaf portfolio after Merijal was merged with Leaf in 1992. Leaf manufactured Mynthon products in Turku and later also in St. Petersburg, reflecting the brand's role in the company's Finnish and eastern European export business. Production is currently carried out in Slovakia. During the 2000s, Russia was described as Leaf's most important export market, and Mynthon was identified as one of its leading export products. In 2003 it was reported to be the second-most popular pastille brand in Russia. The brand also developed a strong position in the Baltic countries and was described as one of eastern Europe's best-selling pastille brands. In Finland, Mynthon has long competed in a crowded throat-pastille and confectionery market, notably against Sisu, another Leaf brand. In 2008, Mynthon was reported as Finland's second-most popular pastille brand, while Leaf held approximately 70 percent of the Finnish pastille market. By 2010, Mynthon's Finnish market share was reported at about 30 percent, making it the country's leading pastille brand. The same source described annual sales at approximately 22 million items, although this figure is not assigned to a clearly stated reporting period in the available material. The portfolio has been organized into ranges such as Original, Kaira and Spring, as well as xylitol, sugar-free, extra-strength, vitamin C, fresh-breath and multipack lines. Flavour development has allowed Mynthon to address both traditional medicinal-style pastille preferences and younger consumers seeking mint or confectionery products. A cola flavour was introduced in 2017. Product availability and assortment have varied by market and year. Mynthon's marketing has included conventional advertising, social-media activity, music partnerships and promotional video. In 2010 its advertising account moved from Dynamo Advertising to Skandaali. In 2015, a promotional video featuring beauty contestant Sara Chafak generated criticism, and the brand withdrew the video after two days, acknowledging that the intended humour had not been communicated successfully. In 2016, Cloetta partnered with Finnish rap group Teflon Brothers in a youth-oriented social-media and festival campaign that temporarily presented the group under the name Mynthon Brothers. The partnership was tied to the single and music video "Lähiöunelmii" and was intended to broaden the brand's appeal among younger men. Mynthon remains a Finnish-origin consumer brand within Cloetta's confectionery portfolio. Its strongest documented market position is in Finland, while its distribution has also extended across Nordic and Baltic markets. Current corporate leadership, exact present-day assortment, current production details and an official standalone website are not established by the supplied reference material.

Mynthon was introduced in Finland during the 1970s by Merijal, a company based in Oulu. It developed as a pastille brand associated with mentholated freshness and soothing an uncomfortable throat. The available historical material does not identify a specific launch year or an individual founder. Merijal was merged with Leaf in 1992, bringing Mynthon into Leaf's confectionery portfolio. Leaf produced the brand's pastilles in Turku and later added production in St. Petersburg. The expansion supported sales outside Finland, especially in Russia and the Baltic region. Mynthon became one of Leaf's important export brands and was described as a market leader in the Baltic countries. In 2003 it was reported to be Russia's second-most popular pastille brand. During the early 2000s, Russia was Leaf's most important export country, and Mynthon was its most important export product. The brand also held a prominent position in Finland. In 2008, Mynthon was reported as the country's second-most popular pastille brand, behind Sisu, another Leaf product. Leaf was reported to control approximately 70 percent of Finland's pastille market at that time. By 2010, Mynthon's Finnish market share was estimated at approximately 30 percent. It was also reported to sell about 22 million items annually, although the reference does not specify the precise measurement period or methodology for that figure. Mynthon's assortment broadened over time. Traditional eucalyptus and menthol products were joined by mint, fruit, berry, cola and liquorice variants. The brand offered both sugar-free and sugar-sweetened pastilles, as well as xylitol products and selected chewing gums. In 2012, the portfolio was described through Original, Kaira and Spring variants. A 2016 assortment included xylitol, sugar-free, extra-strength, vitamin C, fresh-breath and multipack products. Cola flavour was added in 2017. Leaf subsequently became part of Cloetta, and Mynthon is now owned by Cloetta. Production is currently identified as taking place in Slovakia. The brand is sold in Finland and has also been distributed in Estonia, Latvia, Lithuania, Sweden, Norway and Denmark. The supplied sources do not establish the precise dates of the Leaf-to-Cloetta ownership transition, the current manufacturing agreement or the current size of the portfolio. Mynthon's marketing history includes both conventional agency work and high-profile social-media activity. In 2010 the brand's advertising responsibility moved from Dynamo Advertising to Skandaali. A 2015 promotional video involving Sara Chafak was removed after criticism, with the brand acknowledging that its humour had not worked as intended. In 2016 Cloetta used a collaboration with Teflon Brothers to reach younger consumers through music, digital content and festivals. The campaign used the temporary name Mynthon Brothers and was connected with the "Lähiöunelmii" release. These episodes illustrate the brand's movement beyond functional throat-pastille messaging toward entertainment and lifestyle-oriented communication.

• 2017

  Cola flavour introduced

  [1]Mynthonen.wikipedia.org

  Mynthon introduced a cola-flavoured product.

• 2016

  Expanded sugar-free, xylitol and fresh-breath assortment

  [1]Mynthonen.wikipedia.org

  A documented assortment included xylitol, sugar-free, vitamin C, extra-strength, fresh-breath, liquorice, multipack and chewing-gum products.

• 2012

  Original, Kaira and Spring ranges documented

  [1]Mynthonen.wikipedia.org

  The portfolio was described as including Original, Kaira and Spring versions in multiple flavours and package sizes.

• 2010

  Finnish market share reaches about 30 percent

  [1]Mynthonen.wikipedia.org

  The brand's Finnish pastille-market share was reported at approximately 30 percent.

• 2008

  Mynthon ranked second in Finland

  [1]Mynthonen.wikipedia.org

  Mynthon was reported as Finland's second-most popular pastille brand, behind Sisu.

• 2003

  Strong position reported in Russia

  [1]Mynthonen.wikipedia.org

  Mynthon was reported as Russia's second-most popular pastille brand.

• 1992

  Merijal merged with Leaf

  [1]Mynthonen.wikipedia.org

  Merijal was merged with Leaf, placing Mynthon within Leaf's confectionery portfolio.

• 1970

  Mynthon launched in Finland

  [1]Mynthonen.wikipedia.org

  Mynthon was launched during the 1970s by Merijal of Oulu. The available source gives a decade rather than a precise year.

A Finnish mass-market pastille brand combining throat comfort, mentholated freshness and confectionery flavour variety, with a strong domestic market position and distribution in Nordic, Baltic and selected eastern European markets.

• Pastilles

  Mynthon Original

  The Original range represents the brand's traditional pastille line. In the documented 2012 assortment it included eight flavours and package sizes ranging from approximately 31 to 39 grams. The range is associated with classic cooling and throat-comfort positioning.

• Pastilles · 2012

  Mynthon Kaira

  Kaira was one of the named Mynthon ranges documented in 2012. It was offered in two flavours in packages of approximately 25 grams. The supplied material does not define a current range status or provide detailed flavour descriptions.

• Pastilles · 2012

  Mynthon Spring

  Spring was a documented Mynthon range with three flavours and package sizes of approximately 31 to 34 grams. It formed part of the brand's seasonal or differentiated flavour architecture, although the source does not specify its current availability.

• Xylitol pastilles

  Mynthon Xylitol

  The xylitol assortment documented in 2016 included Xylitol Menthol, Xylitol Cool Mint and EucaMenthol calcium+B. These products extended Mynthon's freshness positioning into sugar-reduced or sugar-free consumer needs and included both classic mint and eucalyptus profiles.

• Sugar-free pastilles

  Mynthon Sugarfree

  The sugar-free range included Extra Strong, Eucalyptus, Cool Mint, C Blackcurrant and C Apple variants in several pack sizes. The assortment also included larger packs and multipacks, supporting both individual use and repeat household purchase.

• Breath-freshening pastilles and chewing gum

  Mynthon Fresh Breath

  Fresh Breath products emphasized oral freshness rather than only throat comfort. Documented products included Aqua Menthol pastilles and Aqua Menthol, Ice Citrus and Cool Mint chewing gums. The reference lists an 18.8-gram Aqua Menthol pastille and 44-gram chewing-gum packs.

• Extra-strength pastilles

  Mynthon Extra Strong

  Extra Strong products were offered in both sugar-free and conventional formats, including individual packs, larger 85-gram packs and a 140-gram four-pack format. The line targets consumers seeking a more pronounced mentholated or cooling experience.

• Vitamin C pastilles

  Mynthon C

  The Mynthon C subrange included blackcurrant, apple and lemon-honey variants in the documented assortment. It combined the brand's pastille format with vitamin-C-oriented product naming and fruit or honey flavour profiles.

• 2015

  Promotional video criticism and withdrawal

  A Mynthon video featuring Sara Chafak in an elevator drew negative feedback and prompted questions about its concept. The brand withdrew the video after two days and publicly stated that it had failed to communicate the intended humour.

  Source

Read more

• 2016Mynthon Brothers with Teflon Brothers

  Finland

  Cloetta partnered with the Finnish rap group Teflon Brothers, which temporarily adopted the name Mynthon Brothers. The activation used social media, branded content, music and summer festivals to make Mynthon more relevant to younger consumers, particularly young men. It began around the single and music video "Lähiöunelmii".

  Outcome. The collaboration was planned as a longer-term partnership, but the supplied source does not quantify reach, sales impact or duration.

  Source
• 2015Sara Chafak elevator video

  Finland

  A candid-camera-style video featured beauty contestant Sara Chafak proposing kisses to men in an elevator. The concept was intended as humorous brand promotion.

  Outcome. The video received negative feedback and was discontinued two days after publication. Mynthon's social-media statement acknowledged that the intended message had not been conveyed.

  Source
• 2010Skandaali advertising partnership

  Finland

  Mynthon's advertising work moved from Dynamo Advertising to Skandaali, marking a change in the brand's Finnish agency relationship.

  Outcome. The source records the agency change but does not provide campaign performance results.

  Source

• 2017

  Cola-flavoured product launchProduct launch

  Background

  Mynthon expanded its flavour architecture beyond traditional menthol, eucalyptus and mint profiles.

  Action taken

  A cola-flavoured Mynthon pastille was introduced.

  Source

• 2016

  Youth-oriented music partnershipStrategy

  Background

  Cloetta sought to make Mynthon more visible to younger consumers, especially young men, through media and entertainment channels.

  Action taken

  Cloetta partnered with Teflon Brothers for social content, music activity and festival appearances under the Mynthon Brothers concept.

  Aftermath

  The partnership was intended to continue for an extended period, but no quantified results are supplied.

  Source

• 2015

  Withdrawal of criticized promotional videoOther

  Background

  A candid-camera-style video received negative feedback and its humour was questioned.

  Action taken

  Mynthon discontinued the video two days after publication and acknowledged that the intended message had not been successfully conveyed.

  Aftermath

  The source does not report further regulatory, legal or financial consequences.

  Source

• 2010

  Change of advertising agencyStrategy

  Background

  Mynthon changed its Finnish advertising relationship after working with Dynamo Advertising.

  Action taken

  Marketing responsibility moved to Skandaali.

  Aftermath

  No measurable commercial outcome is provided in the reference material.

  Source

1. 1Mynthonen.wikipedia.org