Rabbi Mintz's Mints--A 'Mitzvah in Your Mouth'

In New York, even rabbis get endorsement deals.

When he's not leading Kehilat Rayin Ahuvim, a modern orthodox congregation on the Upper West Side, Rabbi Adam Mintz lends his name and likeness to "Rabbi Mints," the world's first classic kosher mint.

"It's a mitzvah for your mouth," the rabbi said, of the Altoid-style confections now being sold for $2.50 in tins bearing his image at Barney Greengrass, Carnegie Deli, or by calling 540-46-MINTS.