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Wrigley Getting ADA Seal For 3 Chewing Gums

  • USA Today, Tuesday, September 25, 2007 11 AM
Wrigley will announce today that the American Dental Association is granting its ADA seal for its Orbit, Extra and Eclipse sugarless gums. No chewing gum has ever received the coveted seal, which denotes it provides an oral health benefit. It's found on Crest toothpaste and Listerine mouthwash and about 400 other products.

Orbit is the nation's top-selling gum; Extra and Eclipse are in the top five. The seal will be a focal point in ads for the three brands and on packages.

A three-year clinical study showed 8% fewer cavities, and a two-year study found a 38% drop, because chewing the gum strengthens teeth and creates saliva that reduces plaque acids. "What consumers want from a chewing gum isn't just flavor or fresh breath," says Martin Schlatter, Wrigley's marketing chief. "They also want oral health."

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