Wrigley’s Extra gum, known variously as Orbit, Yida and Freedent in international markets, has unveiled a global redesign by design consultancy Elmwood. The new brand identity revolves around the idea ...

Since it's standardized as part of the gum base, manufacturers aren't required to list it as an ingredient. Many modern gums ...

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Problem is, no one knows 'normal' gum has a problem, let alone Nuud is the solution to it. So this is a story of how a rebrand is helping to deposition the 'big' guys in the category; using design, ...