Let me begin by saying that I am not a “gum person.” Even as a kid, I didn’t particularly like the gum experience, except for the blowing bubbles part. I would inevitably end up sawing away at an increasingly tasteless wad — and then the unsightly disposal issue would arise, where no underside of a school desk was safe.
However, as someone who knows some members of the Gum Nation, and who walks through convenience stores from time to time, it’s hard for me not to notice the Gum Renaissance that is currently underway. Gone are the days when choices were limited to Wrigley’s, Beeman’s, Dubble Bubble, Chiclets, Bazooka, and those long cellophane wrappers with garishly colored (and horribly artificially flavored) gum balls. Now there are entire aisles and point of purchase displays devoted to all things gum. New brands like Mentos and Icebreakers have entered the market, along with artisanal gums, sugar-free options, and “natural” gums — and I suspect if I looked carefully enough I’d find vegan, lactose-intolerant, and gluten-free offerings. It’s as if the same competitive processes that broke the Budweiser/Pabst/Miller High Life dominance in the beer market have turned their attention to chewing gum. Are there “craft gum” competitions out there?
And gum is so popular that media-savvy companies like Disney are associating with it. One of the gum packages pictured above features a Frozen II character and is for a flavor called “Arctic Grape” — which seems a bit oxymoronic, by the way. And speaking of packaging, we’ve definitely moved away from the slim, white rectangles that slid easily into the pocket of your jeans. Now gum comes in bulky, bright plastic receptacles that clatter and clearly aren’t pocket friendly. Today’s gum demands attention and a special storage spot.
Yes, it’s truly a Gum Nation these days. Those of us who don’t partake just live in it. And school desks probably aren’t happy about it.