GUM

CATEGORY FOCUS: MARS WRIGLEY

130 YEAR ANNIVERSARY IS SOMETHING TO CHEW ON

LAST WEEK SAW MARS WRIGLEY CELEBRATE THE 130TH ANNIVERSARY OF THE DAY THAT WILLIAMWRIGLEY JR OFFICIALLY REGISTERED HIS COMPANY FOR THE FIRST TIME, THE BIRTH OF THE GUMCATEGORY AS WE KNOW IT.

In one of those strange quirks of fate, a certain William Wrigley Jr first registered his new company 130 years ago on 1 April 1891 and thereby created the gum category that remains as popular today as it was all those years ago.

Wrigley’s business was the first to mass produce chewing gum and the company went on to produce globally iconic brands like Wrigley’s Spearmint, Juicy Fruit and Wrigley’s Doublemint loved by consumers all over the world.

His business went on to dominate the category and still enjoys the vast majority of UK sales in the gum category. Here’s a whistlestop guide to the 130 year history of gum...

1891 William Wrigley Jr. sells baking soda. A talented advertiser, he starts to offer his clients a gift for a purchase. Chewing gum becomes this gift, and soon William notices that clients buy baking soda mostly for a chewing gum stick free of charge. He switches the direction of his business and focuses on chewing gum production, opening a new era in the lives of consumers.

1930 scientific community takes an interest in the influence of chewing gum on dental health. The first studies into this matter begin.

1965 chewing gum is sent to space for the first time aboard American spacecraft Gemini IV. Today chewing gum is an obligatory part of the International Space Station food ration.

1973 the first clinical trial that proves the positive influence of sugar-free chewing gum on dental health is published. The process of chewing stimulates the additional production of saliva, which helps to naturally prevent dental plaque buildup and fights bacteria.

June 26, 8:01 AM – at 1974the same time when dental hygiene revolution takes place, yet another revolution happens in retail. Wrigley’s gum package becomes the first product in the history of humankind to be bought with the use of a barcode. The purchase was made in Marsh supermarket in Ohio.

1976 Orbit gum, first ever sugar-free chewing gum was produced.

1980-2000 – leading world’s dental associations confirm the positive influence of sugarfree chewing gum on oral health. Gum becomes an additional dental hygiene product, while the respective distinctive emblems appear on gum packages.

2020 yet another positive property of chewing gum is revealed in times of the pandemic. Doctors and nurses who work in red zones all over the world put chewing gum package in their pockets to chew a couple of gum pellets when they are thirsty or experiencing dry mouth effect – gum increases the production of saliva and waters mouth. Consumers who observe mask requirements also confirm this property.

Sasha Storey, Senior Brand Manager, EXTRA at Mars Wrigley, says — “It’s remarkable to think that the invention of chewing gum was back in 1891 – and we are still delighting consumers today. The Wrigley brand has always sought to ensure we drive the market forward – from flavour to format and keeping our brands front of mind for consumers. It’s true that we have a great brand history, but we also have a very bright future filled with innovation, education and inspiration for every retailer.”