What made certain chewing gum brands from our childhood so memorable? Who or what was behind these beloved bubble bums? It was Perfetti Van Melle, founded in March 2001 when Perfetti Spa purchased Van Melle. It is the world's third-largest confectionery company which has been the creative force behind some of the most iconic chewing gum brands that continue to delight taste buds.
One thing to note here is that we chew chewing gums and blow bubbles out of bubble gum. Yes, they are different! While both their ingredients are mostly the same, bubble gum has a few more ingredients which make it thicker and hence lend that stretchability and hold the gum together when bubbles are blown.
But it's quite likely that as kids you might have tried blowing bubbles out of an ordinary chewing gum, haven't you? At that age, one only cared about the relentless mastication and the fun it evoked. Having those huge bubbles pop on our faces was a delight. And who could forget those 'whose-bubble-is-bigger' challenges among friends?
Let’s take a journey through memory lane with the fascinating stories behind some of those treasured bubble gum and chewing gum brands that became an integral part of our childhoods.
Big Babol
Big Babol, a brand synonymous with bubblegum in India, has been a favourite among children and adults alike since its launch in 1997 in India. The name 'Big Babol' is derived from the Italian word 'babbola', which means 'bubble'. This delightful bubble gum, known for its long-lasting flavour and impressive bubble-blowing capacity, has been a staple in Indian households for generations.
With its catchy tagline, "Bade Kaam Ki Cheez", the brand quickly gained popularity among Indian consumers. Over the years, Big Babol has introduced various flavours and limited-edition variants, catering to the ever-evolving tastes of Indian consumers.
Center Fresh
Center Fresh, another popular liquid-filled bubblegum brand by Perfetti Van Melle, has been a favourite among Indian consumers for its refreshing taste and long-lasting flavour. Launched in 1994, Center Fresh is known for its unique combination of a cooling liquid centre and a chewy outer layer, making it an ideal choice for those seeking a refreshing chewing gum experience.
The advertisements for Center Fresh have played a significant role in the brand's popularity in India. The ads often feature humorous situations where people use Center Fresh to instantly freshen their breath, with the tagline "Zubaan Pe Rakhe Lagaam" (Keeps your tongue in control). These ads have resonated with people, as they highlight the refreshing and cooling properties of Center Fresh, making it a memorable and enjoyable product.
Center Fruit
Center Fruit, a liquid-filled bubblegum, was a popular choice among consumers since its introduction in 2005 in India. Known for its unique combination of a fruity liquid centre and a chewy outer layer, Center Fruit has become a household name in India. The brand's catchy tagline, "Kaise Jeebh Laplapayee" with the ridiculous advertisements, was a hit among people, making it a memorable and fun product. Center Fruit has also introduced various flavours, such as watermelon, green apple, and mango, to cater to the diverse tastes of the Indian market.
Happydent
Happydent, a sugar-free chewing gum brand, has been a favourite among Indians for its refreshing taste and oral care benefits. Launched in 1970, Happydent is known for its innovative approach to promoting oral hygiene through its chewing gum products.
The brand's memorable advertising campaigns, featuring cows with stadium-light bright teeth and later people with sparkling white teeth lighting up photos, streets and homes, have left a lasting impression. Happydent has introduced various flavours and variants, such as Happydent White, Happydent Xylit, and Happydent Wave.
Mentos
Mentos, the globally renowned brand of chewy dragees, was created by Van Melle in 1932. The brand's origin can be traced back to the Netherlands when brothers Michael and Pierre Van Melle set off for Poland and learned a procedure to produce soft fruit chews. Inspired by the Fruittella recipe, they created a peppermint-flavoured candy that would later be named Mentos.
Mentos has since expanded its product range to include various flavours and formats, such as mints and chewing gum. "Dimaag Ki Batti Jala De" tagline became extremely popular in India. The brand's popularity skyrocketed in 2006 when the explosive effects of immersing Mentos candies in carbonated sodas took flight. This candy has been banned by the government from being sold in shops.
Chlormint
Launched in 1997, Chlormint was a popular mint-flavoured candy known for its strong, refreshing taste. The brand's tagline, "Dobara Mat Poochna", became quite popular in the past. Chlormint had introduced various flavours, such as lemon, orange, and black currant, to cater to the evolving preferences of the Indian market. Unfortunately, the candy and its chewy variant were banned by the government recently just like Mentos.
Center Shock
Center Shock, a sour liquid-filled bubblegum, took the Indian market by storm in the early 2000s. Known for its extremely sour taste, Center Shock quickly gained popularity among children and teenagers who enjoyed the challenge of enduring its intense flavour. The brand's tagline, "Can You Handle the Shock?", perfectly encapsulated the experience of trying this unique bubblegum.
The advertisements for Center Shock were equally memorable and played a significant role in the brand's popularity. The ads often featured unsuspecting individuals trying Center Shock for the first time, only to be taken aback by the intense sourness. Their exaggerated reactions, often involving wild facial expressions and hair standing on end, humorously conveyed the "shocking" experience of trying the gum.
Boomer
This one deserves an honourable mention. Remember Boom Boom Boomer? Though from a different manufacturer, the Boomer bubble gum has been a beloved gum for a long time. It was actually manufactured by the Wrigley Company, which is a subsidiary of Mars, Incorporated.
Boomer has that unique hot pink packaging and that sugary long-lasting flavour, very popular among the 1990s and early 2000s kids. Superman who? The brand's advertisements featured a muscular mascot wearing a blue bodysuit with children taking off for adventures frequently. Boomer unlike most of the gums on our list continues to thrive in the Indian market, and retains the same beloved texture and packaging.
The stories behind these cherished gum brands by Perfetti Van Melle are a testament to the company's commitment to innovation and understanding of consumer preferences. While some of these bubblegum brands may no longer be available due to various reasons, their legacy lives on in the memories of millions of Indians who enjoyed them in the past. The rich history that spans continents and generations is a reminder of the joy these iconic brands brought to people's lives.