THE HISTORY OF GATORADE’S GUM, GATORGUM, WHY IT WAS DISCONTINUED

The storied history of GatorGum, from inception to discontinuation.

GATORADE

1965

Stokely-Van Camp acquires the production and marketing rights to Gatorade. The company partners with University of Florida researchers and positions Gatorade as a leader in sports nutrition.

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ORIGINS OF GATORGUM

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1970

Stokely-Van Camp explores Gatorade brand extensions. Early formulation experiments are tested out in the lab to create a thirst-quenching gum. GatorGum is created with a citric acid-heavy formulation for saliva stimulation, but it won’t be launched many years later.

June 1978

Gatorgum officially launches with a lemon-lime flavor. Fleer Corporation handles initial manufacturing under license. But Stokely-Van Camp retains brand control and marketing direction. GatorGum’s first packaging features the Fleer Crown logo.

1980

Orange flavored GatorGum is introduced.

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MARKETING CAMPAIGN

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1978-1981

GatorGum is heavily pushed via advertising. Television commercials emphasize a “unique mouthwatering formula that turns on the juice.” Marketing targets athletes and active consumers. “Dry Mouth” solution positioning against competitors. Gatorade uses vivid green foil packaging with an orange lightning bolt design.

Late 1970s

Retail distribution expands with Halloween “Treats by the Bag.” GatorGum is placed in Sports Authority and specialty sporting goods. The company priced the gum in line with other premium gum brands.

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QUAKER OATS

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Late 1970s

Stokely-Van Camp negotiates a long-term deal with Swell and Richardson-Vicks. And shifts manufacturing responsibility from Fleer to Swell. But Richardson-Vicks assumes distribution and marketing control.

Early 1980s

Swell assumes primary manufacturing and brand control over GatorGum. But a scandal unfolds when a former Swell employee leaks the gum’s citric acid formulation secrets.

1983

Quaker Oats acquires Stokely-Van Camp, along with its brands, including Gatorade, for $238 million. GatorGum licensing agreements remain with Swell, as Quaker Oats focuses on Gatorade’s core sports drink business.

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MOUNTING CRITICISM

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1981-1987

GatorGum reaches its peak market presence, with consumer reports describing it as a “ridiculously juicy” and intense flavor experience. But criticism starts to emerge regarding GatorGum’s brief flavor duration. Some people describe the gum as “about 20 chews” before the flavor disappears. Other consumers note the texture as “rock-hard and difficult to chew.”

Late 1980s

GatorGum releases its third flavor: fruit punch.

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DECLINE & DISCONTINUATION OF GATORGUM

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1987-1989

Market interest wanes on Gatorgum as consumer preference shifts toward longer-lasting gum flavors. At the same time, manufacturing costs increase relative to profit margins.

1989

Quaker Oats officially announces its planned discontinuation of GatorGum due to declining sales. The final production batches of GatorGum are completed at the Havertown facility.

Early 2000s

Collector markets emerge for vintage GatorGum packages on auction sites such as eBay, with some packages selling for more than $100.

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QUENCH GUM

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2017

Gatorade acknowledges via Twitter that Quench Gum is its spiritual successor. Mueller Sports Medicine produces Quench Gum with a similar formation as GatorGum. The gum comes in four flavors: orange, lemon, grape, and fruit punch. Electrolyte content continues to be marketed for athletic performance.