Wm. Wrigley Jr. Co. has created the Wrigley Science Institute, a multimillion-dollar, multi-year effort to investigate the potentially beneficial effects of gum chewing.
The company is looking for scientific proof to back up anecdotal evidence of the health value of chewing.
Wrigley has already compiled the results of preliminary research into a glossy 48-page booklet titled, "The Benefits of Chewing." Areas of research will include:
- Chewing as stress management
- Chewing as weight management
- Chewing to increase concentration, focus, and alertness
Wrigley is the world's largest gum seller, and has 63 percent of the U.S. market.