Amurol Seeks Velamints Rebirth With Northlich

Northlich’s track record in repositioning and relaunching brands contributed to Amurol Confections’ decision to tap the Cincinnati shop for its Velamints.

The unit of Wm. Wrigley Jr. Co. will attempt to revive the sugar-free mints, which it purchased several weeks ago from German confectioner Ragolds Suesswaren.

Amurol chose Northlich because of the shop’s success in repositioning mature brands such as StarKist and Morningstar Farms, said Bruce Thompson, Amurol’s vice president of marketing.

“They understand all communications involved in reviving a brand,” he said.

Thompson declined to specify spending plans, saying only the outlay “will be a lot more than in the past.”