Wrigley has convinced the powerful American Dental Association that consumers can chew gum and fight cavities at the same time. Today, the world’s biggest chewing gum maker will announce it’s received the ADA seal for its Orbit, Extra and Eclipse sugarless gums. Orbit is the nation’s top-selling gum—Extra and Eclipse are in the top five.

No chewing gum has ever received the coveted seal, which denotes it provides an oral health benefit. It’s found on Crest toothpaste and Listerine mouthwash and about 400 other products. The seal will be a focal point in ads for the three brands and on packages.

It comes as consumers seek health benefits in what they eat and drink—or chew. Sugared gum sales are flat, while sugarless varieties are up…A three-year clinical study showed 8% fewer cavities, and a two-year study found a 38% drop, because chewing the gum strengthens teeth and creates saliva that reduces plaque acids.

A relationship between the ADA and a gum maker, however, worries consumer activist Michael Jacobson, director of the Center for Science in the Public Interest. The deal “could prevent the ADA from criticizing Wrigley—or other gums—that do cause cavities,” he says…ADA executives say no payment is involved for the seal, but that it charges fees to defray the program’s cost. Wrigley paid $36,000 ($12,000 each) to submit the three gums for scrutiny. It will pay a $2,500 annual “maintenance” fee to use the seal…But Jennifer Aaker, marketing professor at University of California at Berkeley, sees a big win for Wrigley. “It’s going to redefine the category. It will single-handedly shift gum to a product that blends fun with health.”

—Bruce Horovitz, USA Today, 9/24/07