It’s one of the longest running slogans in the history of Australian advertising and I’m sure you don’t need me to tell you that it goes hand in hand with the product, Minties.
Invented by James Noble Stedman in 1922, Minties were manufactured and sold through the company James’s father founded, James Stedman-Henderson’s Sweets Ltd.
James Stedman-Henderson’s Sweets Ltd changed hands several times from the late 1960s onwards. Taken over by Hoadleys in 1968, then Rowntree in 1971, they eventually became a part of the international company, Nestle when Nestle took over Rowntree in 1981. Minties are now sold under the Allens brand which was also bought by Nestle in 1985.
Newspaper advertising may have lessened as the years rolled by but the slogan has still remained a part of the Minties product. It is now seen printed on the wrappers along with funny scenarios (not unlike the historical newspaper ads) depicting moments in life when one would need Minties.
The West Australian – 1926
The Brisbane Courier – 1930
The West Australian – 1935
The Mercury – 1945
The Mercury – 1946
The Courier-Mail – 1953
Sources:
- Historical information courtesy of Wikipedia (http://en.wikipedia.org/wiki/Minties)
- 1926 ‘Advertising.’, The West Australian (Perth, WA : 1879-1954), 8 December, p. 5, viewed 27 May, 2011, http://nla.gov.au/nla.news-article32000290
- 1930 ‘Advertising.’, The Brisbane Courier (Qld. : 1864-1933), 20 August, p. 11, viewed 27 May, 2011, http://nla.gov.au/nla.news-article21558001
- 1935 ‘Advertising.’, The West Australian (Perth, WA : 1879-1954), 30 March, p. 16, viewed 27 May, 2011, http://nla.gov.au/nla.news-article32837308
- 1945 ‘Advertising.’, The Mercury (Hobart, Tas. : 1860-1954), 23 February, p. 9, viewed 27 May, 2011, http://nla.gov.au/nla.news-article26066272
- 1946 ‘Advertising.’, The Mercury (Hobart, Tas. : 1860-1954), 27 March, p. 12, viewed 27 May, 2011, http://nla.gov.au/nla.news-article26177686
- 1953 ‘Advertising.’, The Courier-Mail (Brisbane, Qld. : 1933-1954), 14 August, p. 2, viewed 27 May, 2011, http://nla.gov.au/nla.news-article51097922
Finding Family 
just a note on the above , sweetacres took over Hoadlys & changed hands only once when sold to rowntree in 1973 , the family still retains the the rights to “its moments like these you need minties ” , M J STEDMAN
Hi M J Stedman,
I didn’t know that the family still retains the rights to the slogan. Thank you for reading and providing the additional information on Minties. It’s much appreciated!
hi
Im from England and searching through some stuff i have been left i have some letters photos and and the 35th annual balance sheet for the company james stedman henderson sweets ltd dated 1954.
there is a book with personal messages signed jns.
just thought you may be interested to know more.
please feel free to contact me
kimmb@hotmail.co.uk
regards kim
Hi M J Stedman,
I am the eldest grandchild of Yvonne Larritt (nee Stedman).
She was the daughter of Marie Elizabeth Stedman (nee Paige) and Norman Ray Stedman.
My great grandmother disappeared leaving my 5 year old grand mother and her 3 year old sister.
We have attempted to find records of her life after this period unsuccessfully using her maiden and married name.
Are you aware of this lineage of our family?
Thanks
James Noble Stedman was my great great grandfather. What do you mean the family retains the rights to the slogan?
Hi Sarah,
I’m afraid I personally don’t know any more details. The information relating to the family retaining the rights was provided by M J Stedman in the previous comment. I’m sorry I can’t be of more help. Please let me know if you have additional information.
I have an etched window from a confectionery store at 45 clarence st, Sydney, it measures about 46cm x 33cm it reads,James Stedman (limited) sole manufactures of The Lion Brand Confectionery.45 Clarence St,Sydney. I thought you might like it.(or maybe 145 Clarence St)
If you have not found an owner for your window I would love to have it for my children, they are direct relatives of James Stedman.
There is mention of Henderson in the title of the company. Do you know if this was a partner or how it came about? I am researching Henderson Tree so I am keen to know of any details. Being a lolly fanatic from way back they certainly created wonderful sweets, my favourite Jaffas!
That’s a very interesting question Sandra! I’m actually not sure where the Henderson comes from but it sounds like a good mystery to solve. Good luck with your research! Jaffas are a favourite of mine too….along with Fantales. I still love playing a guessing game with the wrappers! 🙂
Hi Sandra
I too come from the Henderson line. My great grand father told my mother that there was a connection to the Henderson in Stedman-Henderson but I’ve never been able to find that connection. Just finding out the Henderson’s first name would be a great help if someone knows.
James was his first name , he was a chocolate manufacturer & possibly importer
Thanks for confirming that, Henry. 🙂
Many thanks Jess.
Regards
Mark
Hullo great to read the comments. I have an obscure relationship to James Noble Steadman, my great grandfather Henry Moxham Davis (also a confectioner) married Rebecca Pullen the sister of james wife Elizabeth. So I have an interest in the Steadman history.
Peter
Hi Peter! What a great connection! The Steadman family and Minties history is certainly a fascinating one and the advertising is wonderful. Thanks for stopping by and leaving a comment. 🙂
Hullo Jess i would like to find out more if possible regarding the links between James Noble Steadman & my ggrandfather Henry Moxham Davis. Do you have any tips as to how I could find out further information?
thanks
Peter
Hmmm…I’d say the best start would be to look through the old newspapers on Trove (http://trove.nla.gov.au/newspaper?q=). If they’re related and were close then it’s possible they could’ve attended similar family functions etc.
Peter Davis , look up a Toni Risson on Google , she did a PhD on Australian confectionery at university of QLD the answers you seek may be here
For more on the Henderson line , if you go to facebook & look up a Heather Hanstein from Victoria , a direct descendant of James Henderson from the sweet acres Henderson ,
Will do.
Thanks,
Mark