Reboot Brands, a new brand acquisition company co-founded by industry leaders Ari Freedman of Surge Brands and Mark Freedman of Surge Licensing, has announced its official launch, debuting with the acquisition, rebrand, and relaunch of the most famous and memorable breath mints of all time Certs.
Reboot is focused on acquiring and reimagining nostalgic consumer brands, bringing them back to modern audiences through refreshed design, product formulas and strategic licensing and retail programs, for a new generation.
The company’s first acquisition is the iconic Certs®, which was originally introduced in 1956 and became one of America’s best-selling breath mints, famous for its signature sparkle and the memorable slogan “two mints in one.” Reboot, in partnership with its licensee Nature’s Stance, has just launched a new product line for Certs®, available now on Amazon and will shortly expand into retail distribution across mass, mid, and specialty retail. Reboot and Nature’s Stance will also grow Certs into allied oral care categories, including toothpaste, mouthwash and mouthrinse in 2026.
Co-Founder Ari Freedman, said:
“We founded Reboot as consumers today have a deep emotional connection to historically memorable brands and Certs® perfectly aligned with our strategy to leverage that experience and deliver a product line that will succeed on every level. We are excited to honor the past while delivering new and improved products that are scalable, have strong brand appeal and multi-generational efficacy.”
“There’s tremendous, untapped value in legacy IP that has strong heritage importance,” added Co-Founder Mark Freedman. “Certs® is the perfect example — a trusted name with built-in equity that can extend naturally into new, relevant product categories.”
“CERTS® has been a part of people’s lives for decades,” said Josh Christensen VP of Marketing & eCommerce Sales | Nature’s Stance, Xylichew, Certs. “We’re thrilled to see the brand return with a modern edge, updated packaging, and new product extensions that stay true to its refreshing roots.”
Ari Freedman and Mark Freedman will continue to run Surge Brands and Surge Licensing, respectively.
