The FDA's Ban on Partially Hydrogenated Oils
The most significant and direct cause for the end of Certs was the Food and Drug Administration's (FDA) ruling on partially hydrogenated oils (PHOs). The FDA, based on numerous scientific studies, determined in 2015 that these oils were no longer "generally recognized as safe" (GRAS) for use in human food. This ruling was a direct result of mounting evidence linking trans fats, found in PHOs, to an increased risk of heart disease. A compliance deadline was set, and by June 18, 2018, manufacturers were required to stop using PHOs in their products.
The Role of Retsyn
The proprietary ingredient Retsyn was central to Certs' brand identity, famously marketed with the slogan, "Two, two, two mints in one!". Retsyn was a specific blend of ingredients that included copper gluconate, artificial flavoring, and, crucially, partially hydrogenated cottonseed oil. The partially hydrogenated cottonseed oil was a vital component, aiding in the mint's texture and possibly its breath-freshening properties by absorbing odors. The FDA ban made continued production with the original Retsyn formula impossible.
Challenges in reformulation
To continue selling Certs, the parent company, Mondelez International, would have needed to reformulate the product. Reformulating a classic product, especially one with such a unique and trademarked ingredient like Retsyn, poses several challenges:
- Flavor profile: Changing key ingredients can alter the taste, which could alienate long-time consumers who are nostalgic for the original flavor.
- Cost: Developing and testing a new formula is expensive. Finding an acceptable, cost-effective replacement for the banned oil without compromising quality is difficult.
- Market position: By the 2010s, Certs had lost significant market share to competitors, making a costly reformulation a questionable investment.
Competitive market pressures
The regulatory pressure from the FDA ban occurred against a backdrop of increasing competition and evolving consumer preferences. Certs, despite its heritage, had to contend with a crowded and innovative market.
Comparison of Certs with Modern Mints
| Feature | Certs (Discontinued) | Modern Mints (e.g., Altoids, Tic Tacs) |
|---|---|---|
| Key Breath Freshener | Retsyn (partially hydrogenated oil, copper gluconate) | Natural mint oil, sugar-free sweeteners, more targeted ingredients |
| Ingredient Perception | Seen as less natural due to artificial ingredients and controversial oil | Marketed as using more natural or advanced, targeted ingredients |
| Container | Classic, cylindrical paper rolls | Distinctive, often reusable metal tins or small plastic boxes |
| Market Segment | A nostalgic, general-purpose mint | Focused on strong flavor, sugar-free, or specific lifestyle trends |
The long, slow decline of a classic brand
Certs did not disappear overnight. The product experienced a gradual waning in popularity over several decades. By the time the FDA's PHO ban came into effect, Certs was already struggling to compete with newer, more dynamic brands. Changing hands between multiple parent companies, including Warner-Lambert, Pfizer, Cadbury, and eventually Mondelez, also points to a brand that was not seen as a core business asset. Mondelez, prioritizing its core products, saw little reason to invest in a costly reformulation for a declining brand. The FDA ruling served as the final nail in the coffin, making the decision to discontinue the product a clear business choice.
Conclusion
The primary reason for the discontinuation of Certs was the 2018 federal ban on partially hydrogenated cottonseed oil, a core ingredient in its trademarked Retsyn formula. Faced with the high cost and potential risk of reformulating a declining product, Certs' then-owner, Mondelez International, chose to quietly pull the brand from the market. While many factors contributed to Certs' long decline, including market competition and shifting consumer tastes, the FDA regulation made its ultimate demise inevitable. The story of Certs is a testament to how changing health regulations can reshape the product landscape, even for iconic brands with a loyal following.
A note on the brand's revival
While this article details the brand's original discontinuation, recent reports indicate that Certs is set to return to the market in 2025 through a licensing partnership. The new mints will be made without the banned ingredients.
Business Wire: CERTS® Mints and Gum Return to Shelves Through Nature's Stance Partnership
