Orbit is a brand of sugarless chewing gum from the Wrigley Company. In the United States, where it was re-launched in 2001, it is sold in cardboard boxes with 14 individually wrapped pieces of gum per package. In the UK, where it was launched in 1977, it was sold as a traditional long-stick gum. Wrigley's recently introduced the 14 package (as in the United States) in the UK.
In late 2007, Orbit sugar-free gum was granted the American Dental Association's seal of approval and Indian Dental Association's approval based on its ability to improve oral health. As of May 2009, Orbit has come out with a new gum subline. Orbit Mist (called Excel Mist in Canada) is the new Orbit gum subline that has "micro-bursts," small polka dot chips filled with a flavor contrast to the rest of the stick. It is also meant to create "a hydrating sensation", as claimed on the box. There are three flavors: Peppermint Spray, Watermelon Spring and Mango Surf. It is advertised as a "premium gum." The gum contains phenylalanine and other sweeteners, as well as the preservatives BHA (Butylated hydroxyanisole) and BHT (Butylated hydroxytoluene).
Orbit was launched in 1944 in the United States as a replacement brand by Wrigley due to rationing of gum-making ingredients in World War II. The ingredient list of Orbit gum during the Second World War was gum base, sugar, corn syrup, softeners and artificial fruit flavors.
The gum returned to American shelves in the late 1970s. Flavors included bubble gum, which was marketed through a TV ad featuring a singing robot. The gum was removed from the shelves in the 1980s due to a suspicion that the sweetener might cause cancer.
The gum reappeared in Europe in 1977 as the first sugar-free chewing gum fromthe Wrigley Company before launching Extra gum. It was again relaunched in 2001. The advertising campaign for Orbit is centered around the Orbit Gum Girl, a British character who always appears in awkward situations wearing all white, a scarf and a smile. The actress who plays the Orbit Gum Girl is Farris Patton, replacing Vanessa Branch.
- Wrigley press release, wrigley.com. Retrieved 2006-06-15.
- Wrigley press release, wrigley.co.uk. Article retrieved 2006-06-15.
- "Category Wars: Wrigley Returns To Orbit In Whitening Showdown" by Mike Beirne, Brandweek, 5/17/2004, Vol. 45 Issue 20, p11.
- Evan, Suzy. "Farris Patton Is Living Her Dream as the Orbit Girl". Backstage. Retrieved 21 September 2011.