Juicy Fruit

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Juicy Fruit
Juicy Fruit.svg
Product typeChewing gum
OwnerWrigley Company
CountryUnited States
Introduced1893; 127 years ago (1893)
Related brandsWrigley's Spearmint, Doublemint

Juicy Fruit is a brand of chewing gum made by the Wrigley Company, a U.S. company that since 2008 has been a subsidiary of the privately held Mars, Incorporated. It was introduced in 1893, and in the 21st century the brand name is recognized by 99 percent of Americans, with total sales in 2002 of 153 million units.[1]


Metal advertising sign.


Which fruit serves as the model for its flavor is kept vague in advertising, though in 2003, advertising agency BBDO characterized it as a combination of banana and pineapple,[1] and some people[2] say it resembles jackfruit. According to two books in the Imponderables series, peach is one crucial flavor among many others.[3][4]

It is likely that the chemical used for flavoring is isoamyl acetate (sometimes known as banana oil), a carboxylic ester, which is also found in jackfruit [5].[6]

Consumer demographics[edit]

The average age of the typical Juicy Fruit consumer is under 20, with three to eleven year olds making up the heart of the business; those twenty years old and over account for 40% of the purchases.[1]

Sean Payton, head coach of the New Orleans Saints of the NFL is well known[according to whom?] for requesting Juicy Fruit in the middle of games.[7]

New flavors[edit]

Juicy Fruit has just released a "Sweet Flavors" Kiwi-Strawberry flavor. They have also released Juicy Fruit Desserts. There are four variations of Desserts: Orange Creme Pop, Strawberry Shortcake, Lemon Square and Apple Pie. Juicy Fruit also has released Juicy Secret and Juicy Riddle which are both sugar free. Beginning in 2015, Juicy Fruit released two new flavors based on Starburst candy: Strawberry and Cherry.[8] In December 2017, Juicy Fruit introduced Juicy Fruit Mixies which include their Original flavor along with three new flavors: Strawberry, Watermelon and Grape.


Juicy Fruit gum consists mostly of sugar contained in a synthetic gum base. Other ingredients include corn syrup and dextrose as bulk agents and natural sweeteners, natural and artificial flavorings, glycerol and lecithin as softening agents, aspartame (NutraSweet) and acesulfame K as artificial sweeteners, Yellow Lake 5 as a coloring and BHT as a preservative.


When William Wrigley Jr. started his new business in Chicago, he began by selling his father's Scouring Soap, which he would entice customers to purchase by adding a free gift of baking powder. Unfortunately for Wrigley Jr., this ended up being far more popular than the Scouring Soap, so he switched to begin production and sales of baking powder. In 1892, Wrigley Jr. decided to give his baking powder customers a free gift, this time, attaching a few sticks of chewing gum to the box of baking powder.

The chewing gum was far more popular than the baking powder, so Wrigley Jr. again switched his business to production and sales of chewing gum. In 1893, Wrigley Jr. introduced a new flavor of gum, Juicy Fruit, which helped the Wrigley Company to become the most popular and successful chewing gum company in the world.[9]

A Juicy Fruit wrapper from 1946, described on the package as a "fascinating artificial flavor".

When the brand first entered the market, it was packaged simply, with a plain wrapper and "JUICY FRUIT" in red, thin block letters. In 1914, Wrigley changed it to thin vertical white and green stripes with "Wrigley's Juicy Fruit Chewing Gum" centered in a stylized Maltese Cross emblem with a black background.[10]

Juicy Fruit was taken off of the civilian market temporarily during World War II because of ingredient shortages and the demand for the gum to be included in C-rations. When the gum was re introduced to the general public after World War II ended, the striped packaging was replaced by one with a bright yellow background and "Juicy Fruit" bracketed between two stylized chevrons, the latter a motif meant to echo the "Wrigley arrow" element used for Wrigley's Spearmint since 1893.[10]

The bright yellow background remained into the 21st century, with variations since 2002 turning the arrowhead like chevrons into the corners of an elongated smile under the brand name.[10] Juicy Fruit is still widely popular today.[citation needed]

In 2003 in the United States, Wrigley's replaced some of the sugar in Juicy Fruit with two artificial sweeteners, aspartame and Ace K.

In 2009, Wrigley's started selling a sugar free version of Juicy Fruit.[citation needed]

"Grapefruit—Juicy Fruit" is a song written and performed by American popular music singer songwriter Jimmy Buffett. It was first released on his 1973 album A White Sport Coat and a Pink Crustacean and was his third single from that album. The single reached #23 on the Billboard Easy Listening chart in September 1973.

It also features in the 1983 song "Juicy Fruit" by Mtume. Separately, a Juicy Fruit jingle—"the taste, the taste, the taste is going to move ya!"—was widely recognizable in TV advertisements throughout the 1980s.[citation needed]


  1. ^ a b c "Marketing symposium at Johnson School asks what makes brands legendary". Cornell Chronicle. Cornell University. November 6, 2003. Retrieved 2009-08-07.
  2. ^ Karen Chu (July 23, 2012). "Plants Are Messed Up". goodjobbrain.com (Podcast). Retrieved May 24, 2014.
  3. ^ Feldman, David (2004) [First published in 1986 as Imponderables: The Solution to the Mysteries of Everyday Life]. Why Don't Cats Like to Swim?. Imponderables. p. 71. Retrieved 2009-08-07.
  4. ^ Feldman, David (2005) [First published in 1989]. When Do Fish Sleep?. Imponderables. p. 242. Retrieved 2009-08-07.
  5. ^ Rusul, G.; Hashim, D. Mat; Osman, A.; Mirhosseini, H.; Tan, C. P.; Nazimah, S. a. H.; Ong, B. T. "Analysis of volatile compounds in five jackfruit (Artocarpus heterophyllus L.) cultivars using solid-phase microextraction (SPME) and gas chromatography-time-of-flight mass spectrometry (GC-TOFMS)". Journal of Food Composition and Analysis. 21 (5): 416–422. ISSN 0889-1575.
  6. ^ Pavia, Donald L.; Gary M. Lampman; George S. Kriz; Randall G. Engel (2007). Introduction to Organic Laboratory Techniques. Thomson Brooks/Cole. ISBN 978-0-495-01630-4.
  7. ^ Rosenthal, Gregg (2010-09-02). "Saints coach is hooked on Juicy Fruit gum". ProFootballTalk. Retrieved 2019-07-20.
  8. ^ "Direct Access: Arianna Huffington". The Huffington Post. January 28, 2015. Retrieved February 3, 2015.
  9. ^ http://www.wrigley.com/global/about-us/ourfounder.aspx
  10. ^ a b c Juicy Fruit Packaging Archived 2011-07-16 at the Wayback Machine, from Wrigley's website

External links[edit]