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  • Why are Americans spitting out their gum?
  • Why are Americans spitting out their gum?
    Veronica Aguilar, Creative Commons (2014) ©
CASE STUDY

Hershey’s Cool Blasts: getting America chewing

Chewing gum used to be synonymous with youth in America. It was sexy, glamorous and epitomised a laid-back attitude. But the $4 billion US gum market is down 10% in sales, and this is expected to continue until 2019. So why are Americans spitting out their gum?