During World War II, chewing gum nearly vanished from American stores because the military bought almost the entire supply.

During World War II, the U.S. military recognized chewing gum as an essential wartime commodity. It was included in K-rations and C-rations because psychologists believed the act of chewing helped soldiers relieve tension and stay alert during long missions. By 1944, the demand from the Armed Forces was so overwhelming that the Wrigley Company took its top brands, including Juicy Fruit and Spearmint, off the civilian market entirely.To maintain brand loyalty while they couldn't sell to the public, Wrigley launched a famous ad campaign featuring a picture of a gum wrapper with the caption, 'Remember this wrapper.' This ensured that when the war ended, consumers would return to their favorite brands. Meanwhile, the military's consumption reached staggering levels, with the government purchasing over 500 million sticks of gum per year to supply troops stationed around the globe.The global spread of gum was a direct result of American GIs sharing their rations with locals in Europe and the Pacific. In countries like the UK and France, gum became a symbol of liberation and the economic power of the United States. This wartime exposure effectively laid the groundwork for the international dominance of American confectionery brands in the post-war era. Today, historians view the humble stick of gum as a key psychological tool used to maintain morale on the front lines.