Unforgotten Brands – Chiclets

Ancient Origins

Long before shiny packs of chewing gum lined store shelves, the ancient Mayans and Aztecs were already indulging in nature’s original gum—chicle, a sticky sap harvested from the sapodilla tree. For these early civilisations, chewing chicle served practical and ritualistic purposes—freshening breath, curbing hunger, and symbolising cleanliness.

The Aztecs called it “tzictli”, meaning “sticky stuff”. When the Spanish arrived in the New World, they adopted the word “chicle”, which eventually inspired the name of one of the most iconic gum brands of all time—Chiclets.

From General to Gum Innovator: The Santa Anna-Adams Connection

The story turned unexpectedly in the 1860s when Antonio López de Santa Anna, the exiled Mexican general famous for the Alamo, brought chicle to New York City. His goal wasn’t confectionery—it was innovation. Santa Anna envisioned chicle as a replacement for rubber, which was then expensive and in short supply.

He partnered with Thomas Adams, a resourceful American inventor. Despite their efforts, chicle failed miserably as a rubber substitute. Santa Anna exited the scene, but Adams wasn’t ready to give up.

Accidental Discovery: The Birth of Modern Chewing Gum

Instead of discarding the chicle, Thomas Adams noticed people liked to chew it. In 1871, he patented the first gum-making machine and began selling flavoured chicles as chewing gum. The gum was initially sold in drugstores as a digestive aid, often called “Adams New York Chewing Gum”.

By 1899, Adams had merged several gum companies to form the American Chicle Company, laying the foundation for a chewing gum empire.

A Candy Coating Revolution: The Launch of Chiclets

Adams introduced Chiclets, a revolutionary product in the gum market, in 1900. What set it apart was that it was the first candy-coated gum, featuring a rigid sugar shell encasing a chewy chicle core.

The original Chiclets were peppermint-flavoured, came in white square tablets, and featured a crisp shell that cracked delightfully when chewed. This innovation sets it apart from competitors like Wrigley’s, making it a favourite among children and adults.

Flavor Explosion and Global Popularity

By the 1920s, Chiclets had expanded their flavour lineup beyond peppermint by offering fruit varieties in vibrant colours—pink, yellow, orange, and green—each with a different taste. Their bright appearance made them particularly popular at vending machines, making them a nostalgic favourite across generations.

Pop Culture Impact: From Ice Rinks to Podcasts

Chiclets even found a unique place in sports culture, especially ice hockey. The slang term “spittin’ chiclets” refers to players losing teeth after taking a puck to the mouth—the fallen teeth resembling Chiclets’ square shape. The phrase inspired the hit hockey podcast “Spittin’ Chiclets,” further embedding the gum into pop culture.

The Synthetic Shift: Goodbye, Natural Chicle

By the 1960s, the chewing gum industry underwent a significant transformation. The original, plant-based chicle was replaced with synthetic rubber compounds. While the change made production cheaper and more consistent, it also marked a break from the gum’s Mesoamerican roots and its original texture and biodegradability.

Corporate Journey: A Brand That Refused to Disappear

Over the decades, Chiclets passed through a succession of corporate hands:

• 1962: Acquired by Warner-Lambert
• 2000: Bought by Pfizer
• 2003: Became part of Cadbury Adams
• 2010: Taken over by Mondelez International
• 2016: U.S. production halted, causing a nostalgic stir among fans
• 2019: Reintroduced in Mexico as Adams Chiclets
• October 2023: Acquired by Perfetti Van Melle, makers of Mentos and Chupa Chups

Today, the brand lives on, especially in Latin American markets, where it is celebrated for its historical charm and vibrant flavours.

Chiclets in India

Chiclets debuted in 1969 when Warner-Lambert set up operations in India. Warner-Lambert introduced Chiclets as part of a wider breath freshener and chewing gum portfolio alongside Halls and Clorets. The colourful, candy-coated chewing gum quickly became a novelty among Indian youth, distributed in small packs at low price points and often available at Kirana stores, bus depots, and Paan shops.

These products were positioned as fun, refreshing, and accessible alternatives to traditional mouth fresheners like cardamom and clove.

Legacy of a Chewable Icon

Chiclets have endured throughout history, serving not only as gum but also as a cultural icon. With its colourful appearance, innovative design, and rich backstory involving exiled generals, failed rubber experiments, and hockey slang, Chiclets remains a timeless example of how tradition and invention can intersect to create something unforgettable.