Certs mints, gum to return to shelves
Innovation company Nature's Stance is relaunching the legacy brand.
Courtesy of Certs
Nature’s Stance, a CPG innovation company based in Coeur d’Alene, ID, has announced its partnership with the owners of Certs, the breath freshener brand, to relaunch the brand of mints and gum products.
Certs, first launched in 1956, is returning to the market in 2025 under a licensed partnership with Nature’s Stance. The focus of the relaunch is exclusively on Certs gum and mint products, with the aim to revive brand nostalgia for a new generation of consumers.
The relaunch will be unveiled at the Sweets & Snacks Expo, booth #4234, where Certs will showcase classics alongside new innovations in development.
“Certs has always stood for bold freshness, and we’re excited to bring that energy back with a modern twist,” says Ari Freedman, owner of Certs. “Our collaboration with Nature’s Stance gives us the ability to honor the past while scaling the brand for the future.”
“There’s something special about reviving a brand that people still remember decades later,” adds Mark Freedman, owner of Certs. “We’re not just bringing it back—we’re building it to last.”
“We see enormous potential in Certs and the emotional connection consumers still have with the brand,” says Pete Vas Dias, president of Nature’s Stance. “Our team is proud to be part of this story—breathing new life into an icon and expanding our mission to bring better-for-you products to market.”
Nature’s Stance plans to revitalize the Certs brand through strategic retail expansion, digital marketing, and a focus on clean-label innovation—all while staying true to the brand's heritage of mouth-freshening products.
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