It's raining mints: the breath freshening category is being blasted with a myriad of upscale mints--all betting they won't wash away. (Category Insights).

Forget the cats and dogs--it's a downpour of mints in confection these days. And on second thought, the variety is so great, the storm does include dogs--or actually, mints in the shape of dog bones encased in collectible dog tins. This is just one in an upscale assortment that is a far cry from the rolled mints of old. Unique packaging, product shapes, strong flavors and added ingredients are all contributing to the category's boost in energy and excitement--it's like a rain dance of the mint manufacturers.

But this dance originated in other parts of the industrialized world. "The No. 1 confection category worldwide is strong power mints," says Steve Schuster, president of Schuster Marketing Corporation, based in Milwaukee, makers of Blitz sugar free power mints and power gum. "Strong, sugarless minimints uniquely packaged, have been the craze in other countries for years before they hit the United States. It really started in Western Europe, then went to Scandinavia, Asia, Canada, and then, here. The strong gums came next and have now hit this country, as well, like a storm."

With these foreign, successful roots, many feel positive the category has been changed forever. Its ability to withstand a weakened economy is also believed to be a good sign from the confection gods.

Weathering the storm

"We were a little concerned about these upscale products with the initial down-click in the economy," says David Parker, president of Vitech America Corp., based in Kent, Wash., makers of Myntz! and Sqyntz!. "But upscale products are feel-good products, and people need …