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Struggling gum manufacturers are looking to boost sales by saying chewing gum can help fight stress.
Gum’s bubble burst during the COVID-19 pandemic when people covered their mouths with masks and social distancing made bad breath less of a worry.
As a result, gum sales plummeted by nearly a third.
Well, the Mars candy company which owns the Wrigley brand, has come up with a marketing solution.
The new positioning suggests that gum is an instant stress reliever rather than an occasional breath freshener.
An NIH medical article substantiating the claim that chewing gum reduces stress have been "retracted."