Mint Condition With a fresh, funky twist on a familiar product, one candyman gets a taste of small-business success.
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Vital Stats: Anthony C.Shurman, 33, of Yosha! Enterprises Inc.
Company: Westfield, NewJersey-based mint-maker
2004 Sales Projections: $15million
Return Ticket:Pharmaceuticals giant Pfizer Inc.'s acquisition ofWarner-Lambert Co. prompted Shurman- marketing and salesmanager and "gum-and-mint guy" in the Warner-Lambertcandy division- opt for the severance package and go into themint business himself.
"Coming acrossthese mints before the big guys was a stroke of good fortune forus." |
Big Find: His initialconcept-packaging that allows smokers to tuck breath mints intotheir cigarette packs-became more appealing when Shurman cameacross a process to produce tiny, liquid-filled spheres that pack apunch. In an arena largely consisting of tablet-shaped mints,Shurman is confident of a shake-up with his creation, Momints.
The Blues: Packaging optionslike thin containers that slide into tight spots and petite glassvials have enticed club owners and retailers such as 7-Eleven andCVS, which carry the blue orbs. "There's never been agood- looking mint," Shurman remarks on his product'sunique, pearl-like appearance.
Smaller Is Better: "Iknow the way the big guys operate. I have an opportunity to befaster, to take paths they cannot and will not take," he says."They look to buy proven, [smaller-scale] products in themarket and roll [them] out on a large scale. Having seen that fromthe inside, I realize this can be a lucrative market."
