Don’t Hold Your Breath

Americans can breathe easy. A torrent of unique product introductions has revolutionized the minty world of breath fresheners.In fact, a whole new product category recently spawned from the compulsive desire of American consumers to overcome the pall of halitosis. Breath strips, those potent melt-away Post- It-sized-wafers that fit in your watch pocket, have ignited a retail firestorm.

It all started last October when Pfizer, Inc., introduced Listerine PocketPaks and quickly ate up a significant…