In a first for the Wm. Wrigley Jr. Company (Chicago), Eclipse Mints are beginning to make their way to store shelves. This is the first mint product released in the U.S. under the Wrigley banner.

The debut joins a fairly crowded mint category already valued at a projected $554 million (according to Information Resources Inc., Chicago). The two varieties—peppermint and winterfrost—can be found in a “fast-dispensing” package and, according to consumer tests, have a taste advantage over established mint brands, without the “burn” associated with certain other offerings.

“Conversations” will be the designation for the integrated marketing campaign employed to promote the launch. Using television, digital, cinema and Spanish-language advertising, Wrigley will attempt to demonstrate the confidence conveyed by eating Eclipse Mints