Brand acquisition company Reboot Brands makes debut with Certs relaunch

Reboot Brands – a new brand acquisition company co-founded by Surge Brands’ Ari Freedman and Surge Licensing’s Mark Freedman – has debuted with the acquisition, rebrand and relaunch of Certs mints.

Reboot is focused on acquiring and reimagining nostalgic consumer brands, bringing them back through ‘refreshed design, product formulas and strategic licensing and retail programs’.

The company’s first acquisition is Certs. Originally introduced in 1956, it became one of America’s best-selling breath mints.

Reboot, in partnership with licensee Nature’s Stance, has just launched a new product line for Certs, available now on Amazon. It will also 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.

“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” said Co-Founder Ari Freedman.

“We are excited to honor the past while delivering new and improved products that are scalable, have strong brand appeal and multi-generational efficacy.”

Co-Founder Mark Freedman added: “There’s tremendous, untapped value in legacy IP that has strong heritage importance. Certs is the perfect example – a trusted name with built-in equity that can extend naturally into new, relevant product categories.”

Josh Christensen, VP of Marketing & eCommerce Sales at Nature’s Stance, Xylichew and Certs, added: “Certs has been a part of people’s lives for decades. 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.