Ironic Lifesaver Marketing

One would have to hope that the use of the phrase “13.063% mintier” in relation to Lifesaver mints, known as Polo mints in the UK, is ironic. Or maybe they really did find a measure of mintiness that that they could determine to five significant figures…who knows? But to be on the right side of trading standards and advertising legality they would also have had to find a way to ensure that the miniticity of each mint were precisely that percentage value more minty than the original product and that is a very strict tolerance to operate under in any food manufacturing plant, to say the least.