Orbit Gum
Wrigley was a small family owned company that started in 1891 that sold baking powder and soap to the people of Chicago. Today however Wrigley has grown into a “company (that) is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, lollipops, and chocolate." (Wrigley) They have grown from a small brand to one that has operations in over 40 different countries and distributes goods in more than 180, no small feat. One of Wrigley’s best-known products is Orbit gum.
In 2008 Wrigley was purchased by and has now become a subsidiary of Mars, Incorporated. Mars in and of itself is quite a success story, it has grown to become one of the “world's largest food companies, generating global revenues of $30 billion annually and producing some of the world's leading brands in six segments that include Chocolate, Drinks, Food, Petcare, Symbioscience and Wrigley." (Wrigley)
Orbit gum was first introduced in 1944 when the company began shipping all of their most famous flavors of gum (Juicy Fruit, Wrigley’s Spearmint and Doublemint) to the troops stationed overseas in an order to support the war effort. Since these brands were now “no longer available on the civilian market, Wrigley began production of a new gum called Orbit. After the war had ended and the three established brands returned to the market in 1946, Orbit was discontinued.” (Orbit)
The gum sat dormant for 30 years until in 1976 it was reintroduced overseas in the German, Swiss, and Dutch markets. “This marked the first time that a sugar-free gum was marketed under the Wrigley name.” (Orbit) The brand was first reintroduced in the American market in 2001 and “the brand quickly gained in popularity and became the fastest growing brand in the gum category.” (Orbit)
In 2007 “Orbit, along with Extra® and Eclipse®, became the first chewing gum to receive The American Dental Association's Seal of Acceptance, with nearly 20 years of research demonstrating that the products help to fight cavities, strengthen teeth and reduce harmful plaque acids.” (Orbit) The smooth and refreshing flavor of sugar free Orbit was said to leave your mouth with a just brushed clean feeling and so the now famous advertising campaign featuring a British spokes model toting the line “For a Good Clean Feeling, No Matter What” was introduced and Orbit has continued it’s immense growth in popularity both domestically and internationally.
