Chewels is a defunct brand of

chewing gum Chewing gum is a soft, cohesive substance designed to be chewed without being swallowed. Modern chewing gum is composed of gum base, sweeteners, softeners/ plasticizers, flavors, colors, and, typically, a hard or powdered polyol coating. Its t ...

. It had a liquid center that oozed out when chewed. It was similar to

Freshen Up Freshen Up was a chewing gum with flavored gels inside manufactured by Cadbury Adams in Brazil. Current flavours include cinnamon, peppermint, spearmint and bubble gum. A fruit variation was offered in the 1970s. History The product was launch ...

Advertising

A commercial for Chewels gum was one of the first advertisements aired on MTV. The commercial was later featured on MTV's website for their 25th anniversary, along with the first hour of programming when the network debuted. Chewels was also a regular sponsor of American Top 40 radio show. Their first ad campaign had people switching from CareFree Sugarless Gum to Chewels with the simple explanation; "Chewels tastes better!" Their later jingle was: "Smack dab in the middle. Smack dab in the middle. Smack dab in the middle of the gum is the secret to Chewels' sugarless fun, a delicious center filling where others have none, smack dab in the middle of the gum."

External links

Essay about Chewels by Augusten Burroughs
Chewing gum {{confection-stub