Health and Nutrition
Wrigley
“Wrigley is a longstanding and fully committed partner with the FDI in the promotion of oral health. From supporting clinical research, which leads to better understanding of preventing dental disease, to helping to create awareness around the oral-care benefits of chewing sugar-free gum, Wrigley continues to seek ways of helping to advance oral care excellence among patients and professionals all around the world.”
Dr. Roberto Vianna, President,
FDI World Dental Federation
Acquired in 2008, Wrigley is the newest member of the Mars family and produces some of the most popular gum in the world, including DOUBLEMINT®, ORBIT®, EXTRA® and 5TM. Wrigley also produces Mars non-chocolate confectioneries, including SKITTLES® and STARBURST® Fruit Chews.
We provide a wide array of sugar-free products that offer snacking alternatives to high-calorie treats as well as gum products that offer clinically validated dental health benefits as recognized by the FDI World Dental Federation and 15 national dental associations.
Oral-Care Research
Since the 1930s, we've researched the benefits of chewing gum. Through a fellowship with Northwestern University in the U.S., we began to uncover scientific evidence supporting dental health benefits and continued to explore this relationship in the following decades.
In the 1980s, we funded peer-reviewed research through the University of Liverpool in the U.K. and University of Manitoba in Canada to establish the impact of chewing gum on saliva production, a key element in reducing harmful plaque acids. As illustrated below, chewing sugar-free gum for approximately 20 minutes right after eating or drinking neutralizes plaque acids, increasing the pH level in the mouth, helping to restore calcium and minerals to your teeth.
In the 1990s, we supported clinical trials validating the role of chewing sugar-free gum on cavity reduction, while also focusing on enhancing our product technologies to ensure consumers gain the most robust oral-care benefits that come with extended chewing1.
Today, the oral-care benefits of chewing gum are widely accepted and endorsed. The FDI World Dental Federation and 15 national dental associations now recognize the scientific evidence and allow the use of their logos and related messaging on Wrigley packs.
In the United States, we were the first chewing gum company to receive the American Dental Association (ADA) Seal of Acceptance, for ORBIT® and EXTRA®, based on the findings that chewing these products for 20 minutes after eating stimulates saliva. The European Food Safety Authority (EFSA) has also given positive opinion on seven oral-health claims. In fact, sugar-free gum is one of the few food categories able to make health claims under the organization's authority.
As we look ahead to advancing our contribution to oral health, we will continue to support credible research across a broad oral-care spectrum, including gum disease, tooth sensitivity, plaque formation and whitening, among others.
Information
A key element of our commitment to oral care is helping professionals and consumers better understand the role of sugar-free gum in a regular oral-care routine.
Our Wrigley Oral Healthcare program, launched in Germany in 1989 and now operating in 47 countries, aims to promote better oral health among local communities. We do this through partnerships with local dental associations and health departments and, in some locations, by supporting mobile dental clinics, providing professional development for dentists and hygienists and sharing the latest information on saliva research with dental school educators.
Our advocacy work has played a significant role in achieving greater political awareness of oral health from the European Commission. In 2010, we brought together leaders in the field of oral and dental health, sponsoring a forum at the European Parliament in Brussels: "Oral Health in Europe: Promoting Education, Prevention and Better Access to Dental Care."
Through our website, www.wrigley.com, we provide access to peer-reviewed journal articles and scientific presentations on the benefits of chewing gum.
We follow the Mars, Incorporated Marketing Code and responsible-labeling practices2. However, because of its limited calorie contribution and its oral-care benefits, gum is exempt from Guideline Daily Amount (GDA) labeling. We also support our segment partners in market-driven initiatives designed to help consumers and communities lead healthy and balanced lifestyles, including The Healthy Weight Commitment Foundation.
Innovation
In addition to the oral-care benefits of chewing, we continue to innovate with new brands, flavors and technologies that deliver wellness benefits.
In the 1970s and early 1980s, we launched our first oral-care brands: FREEDENT® in Europe and EXTRA® in the U.S. These brands paved the way for a robust oral-care brand platform.
In 2000, we launched Surpass — an antacid chewing gum. While the product didn't perform as hoped in the U.S. market, we gained critical insights about the technical side of adding functional ingredients to gum, which led to the development of patented gum bases designed to control the release of added vitamins and minerals, improving ingredient delivery and taste. In the last few years, we've launched fortified brands in Europe, including ORBIT® Professional with calcium and ORBIT® Balance with Vitamin C.
Through the Wrigley Science Institute, founded in 2005, we partner with leading universities to conduct studies in the areas of oral and systemic health and other emerging benefit areas including stress reduction, cognition and weight management. Today, leading healthcare professionals acknowledge the weight management benefits of chewing, with healthy-eating plans such as Weight Watchers®, Jenny Craig® and the American Dietetic Association Diabetic Exchange Lists including sugar-free gum as a "free point food".
1 Edgar, W., Dawes, C., O’Mullane, D. Saliva and “Oral Health: An Essential Overview for the Health Professional.” (Third Edition); British Dental Association Publication, 2004; London, W1G 8YS)
2 Following acquisition by Mars, Wrigley adopted the Mars Marketing Code. Wrigley implementation of the Code was completed across geographies in 2010, with the exceptions of China, which will fully implement by the end of 2012, and India, which will fully implement by the end of 2013.
