9. The Gum That Goes Squirt
Yes, we are aware that gum is not a novel creation. Back in the 1970s, it was hardly a novel creation either. That does not mean, however, that we were not very thrilled when Freshen-Up entered supermarkets throughout that decade. That’s because this was not any regular gum; this delicious creation had a liquid center! It also tasted all kinds of strange and fantastic, including bubble gum and cinnamon.
Hands up if cinnamon was your taste of choice. We do not hold you accountable. Basically, it’s difficult to find this thing nowadays; so, perhaps, this photo preserves those happy recollections of the gum.
When Freshen-Up gum first came on the shelves in the 1970s, it changed the confectionery scene. This novel chewing gum had a liquid center that would explode in your mouth as you bit it, producing a distinctive and interesting chewing sensation. The core of this new treat was exactly captured in the tagline “The gum that goes squirt”.
The range of flavors Freshen-Up offered made it really unique. Although cinnamon was a favorite since it provided a fiery rush that matched the chilly liquid center, other favorites were peppermint, spearmint, and bubble gum. Every taste had a specific following, hence sampling all the flavors was enjoyable.
The gum was about the experience as much as the taste. Children would battle one another to see who could maintain the liquid center intact the longest before chewing down. Some would even attempt to gently nibble around the margins to extend the excitement about the “squirt.”
Freshen-Up was a cultural landmark for a generation, not only a candy. Its absence from retail shelves leaves a hole that modern gums, with their sophisticated flavors and long-lasting chew, just cannot cover. Those who tasted Freshen-Up in its prime will always remember it as a one-of- a-kind delight with special mix of texture, taste, and novelty.
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