What Happened to Freshen-Up (gum)?

Freshen-Up was the original liquid-center chewing gum in the U.S., launched in 1975 by American Chicle. Its entire pitch was the liquid burst—you’d bite in and the center would “go squirt,” a line the brand made famous in advertising. Classic flavors included Peppermint, Spearmint, Cinnamon, and Bubble Gum.

Through the late 20th century the brand passed from American Chicle to Adams/Cadbury Adams and later into the Kraft/Mondelez orbit. By the 2010s, Freshen-Up had vanished from U.S. retail and is no longer listed on current owner product pages, so collectors and nostalgia threads treat it as discontinued in the U.S. The liquid-center idea still pops up elsewhere, but the original Freshen-Up mostly survives as a memory for American shoppers.