Dentists Smile on Sugarless Gums' Impact

Sept. 25, 2007— -- Wrigley (WWY) has convinced the powerful American Dental Association that consumers can chew gum and fight cavities at the same time.

Today, the world's biggest chewing gum maker will announce it's received the ADA seal for its Orbit, Extra and Eclipse sugarless gums. Orbit is the nation's top-selling gum — Extra and Eclipse are in the top five.

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. The seal will be a focal point in ads for the three brands and on packages.

It comes as consumers seek health benefits in what they eat and drink — or chew. Sugared gum sales are flat, while sugarless varieties are up. Wrigley is testing gum with added vitamins and calcium in Europe.

"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."

A three-year clinical study showed 8 percent fewer cavities, and a two-year study found a 38 percent drop, because chewing the gum strengthens teeth and creates saliva that reduces plaque acids.

A relationship between the ADA and a gum maker, however, worries consumer activist Michael Jacobson, director of the Center for Science in the Public Interest. The deal "could prevent the ADA from criticizing Wrigley — or other gums — that do cause cavities," he says.

Clifford Whall, head of the ADA seal program that began in 1930, says its purpose "is to help consumers make wise choices."

ADA executives say no payment is involved for the seal, but that it charges fees to defray the program's cost. Wrigley paid $36,000 ($12,000 each) to submit the three gums for scrutiny. It will pay a $2,500 annual "maintenance" fee to use the seal.

In addition to the fees, Wrigley spent $26,000 to sponsor the program for the ADA's annual meeting this week in San Francisco and $6,000 for exhibit space. Wrigley also has bought $19,000 of ad space in ADA publications and contributed $25,000 to an American Dental Association Foundation health-screening program.

The American Medical Association in 1997 backed away after criticism from licensing its name to Sunbeam. And the American Heart Association has taken flak for its Food Certification Program. It has certified 799 products for fees of $3,150 to $7,500, plus less than $3,500 for annual renewals.

The fees worry Robert Weissman, managing director of consumer group Commercial Alert. "Professional associations like ADA ought not to trade in their authority for payouts from companies like Wrigley."

But Jennifer Aaker, marketing professor at University of California at Berkeley, sees a big win for Wrigley. "It's going to redefine the category. It will single-handedly shift gum to a product that blends fun with health."