Wrigley's Gum History

William Wrigley Jr., the visionary behind Wrigley’s Chewing Gum, commenced his professional journey at his father's soap factory in Philadelphia around 1870. By 1891, at the age of 29, Wrigley embarked on an independent venture, relocating to Chicago and continuing the sale of his father’s soap. To amplify sales, Wrigley innovatively offered complimentary cans of baking powder to businesses that carried his father’s soap, seeking to incentivize customer purchases. Surprisingly, the baking powder surpassed the popularity of the scouring soap, prompting Wrigley to pivot his focus towards selling baking powder.

The genesis of Juicy Fruit® traces back to 1893 when William Wrigley Jr. founded the Wm. Wrigley Jr. Company in Chicago, Illinois. In that same year, he introduced the Juicy Fruit® brand, alongside the iconic Wrigley’s brand, Spearmint®. As a promotional strategy, Wrigley bundled two free gum packages with each can of baking powder. However, the chewing gum quickly eclipsed the baking powder in popularity, leading Wrigley to shift his business model exclusively to gum packages.

The unique fruity essence of Juicy Fruit gum was meticulously developed by chemist Walter E. Diemer, a key contributor to the Wrigley Company. Diemer serendipitously discovered the flavor while experimenting with gum recipes in the company's laboratory. This fruity profile, derived from a fusion of synthetic flavors, swiftly gained acclaim, becoming the defining characteristic of Juicy Fruit gum.

During World War II, the company made the strategic decision to withdraw its chewing gum brands from the civilian market. Instead, it focused solely on fulfilling orders for US troops, prioritizing product quality over quantity due to war rationing. Since 2008, the Wm. Wrigley Jr. Company has been integrated into Mars, Inc.
Wrigley's Gum History