Nature’s Stance, a CPG innovation company based in Coeur d’Alene, Idaho, has partnered with the owners of Certs to relaunch the brand of mints and gum products.
Certs, once a household staple, 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, reviving the flavors and brand nostalgia for a new generation of consumers.
The relaunch will be unveiled at the Sweets & Snacks Expo, Booth No. 4234, where Certs will showcase classic favorites 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,” said Ari Freedman, co-owner. “Our collaboration with Nature’s Stance gives us the ability to honor the past while scaling the brand for the future.”
Co-owner Mark Freedman added, “There’s something special about reviving a brand that people still remember decades later. We’re not just bringing it back – we’re building it to last.”
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.
“We see enormous potential in Certs and the emotional connection consumers still have with the brand,” said 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.”
About Certs
First launched in 1956, Certs mints and gum became a staple in American households, known for its spark and flavor. After a multi-decade run and passionate consumer following, the brand is being reintroduced under new ownership and strategic direction in partnership with Nature’s Stance.
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