The Candy That Made Us: Gum & Jawbreakers Every Gen X Remembers

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Bubble Yum

Picture this: it’s the late 1970s, and you stroll into your local corner store, that bell jingling as you push the door open. The air is thick with sweetness, a tantalizing mix of chocolate and sugar wafting through the aisles. Your fingers dig into your pocket, feeling the cool, comforting weight of coins. A quick glance at the candy counter reveals a kaleidoscope of colors, each wrapper a promise of sugary delight. You spot Bubble Yum, that iconic soft bubble gum that changed the game forever.

Introduced in 1975, Bubble Yum was the brainchild of a housewife from Missouri who wanted to create a gum that was soft and flavorful from the very first chew. Gone were the days of wrestling with hard, rock-like bubble gum! With its soft texture and long-lasting flavors, Bubble Yum quickly became a sensation, rising to the #1 selling gum in the world by the 1980s. Kids couldn’t get enough of those chewy, fruity bursts, and rumors of spider eggs in the gum only added to its legendary status.

At just 15-25 cents a pack (a dime could score you three!), Bubble Yum became a staple of childhood. The bright pink packaging stood out on the shelf, and each stick was bursting with flavor. You’d unwrap it, take that first bite, and the gum would practically dissolve into a sweet symphony in your mouth. Remember the excitement of blowing your first bubble? That glorious moment when it popped and sent a bit of sticky goo everywhere? The mess was part of the joy, and each pack came with the promise of new bubble-blowing adventures.

Who could forget Floyd D. Duck, the punky mascot that danced across your TV screen? Or the Muppet-like Flavor Fiend with his wild antics? And let’s not leave out Leonardo DiCaprio, who made one of his earliest appearances in a Bubble Yum commercial! The soft pink gum captured the essence of youth, and you felt like a superstar with each bubble you blew.

Today, Bubble Yum still exists under The Hershey Company, available in various flavors like Cotton Candy and Watermelon, for around $1.00-$1.50 a pack. It’s a whisper of nostalgia that takes you back to simpler times, reminding you that you’re never too old for a juicy piece of bubble gum.

“You know you’re a Gen Xer if you thought the spider egg rumor was true and swore you’d never chew Bubble Yum again—only to run back to it after school.”

Bubblicious

Right on the heels of Bubble Yum was its fierce rival, Bubblicious, launched in 1977. Designed to take the crown in the Great Bubble Gum Wars, Bubblicious burst onto the scene with a bang, promising the “Ultimate Bubble” experience. The packaging was slick and eye-catching, but it was the flavors that really set it apart—intense, juicy, and memorable.

For 15-25 cents a pack, you could grab a piece of that bubble gum magic and be transported into a world of flavors. Each chew was a delightful explosion, with the gum stretching impossibly as you attempted to blow the biggest bubble. The commercials featuring trippy animations set to synth-pop music were a feast for the eyes and ears, with kids transforming into cartoon versions of themselves, soaring through the sky on colossal bubbles.

Bubblicious was not just about gum; it was a cultural phenomenon. The jingle “I don’t think you’re ready for this bubble” is forever etched in our memories, and it even inspired Destiny’s Child’s hit “Bootylicious.” It dominated Saturday morning cartoon breaks, making it an essential part of childhood for any Gen Xer.

Though Bubblicious isn’t the powerhouse it once was, it’s still around, produced by Perfetti Van Melle after changing hands several times. The allure of those funky flavors still beckons, reminding us of those carefree summer days spent riding bikes to the corner store for a pack or two.

“You know you’re a Gen Xer if you can still hum the Bubblicious jingle while blowing a bubble that’s more like a mini balloon!”

Ouch! Bubble Gum

Flash forward to the early 90s, and we’re greeted by a candy innovation that was as clever as it was whimsical: Ouch! Bubble Gum. Packaged in a metal tin that looked remarkably like a box of Band-Aids, it was instantly iconic and incredibly collectible. Each gum stick was wrapped like a bandage, bringing a sense of hilarity to the playground.

Ouch! Gum was the brainchild of Wm. Wrigley Jr. Company, and though it didn’t last long, its novelty captured the hearts of many. The gum was sweetly fruity, and for 50 cents a tin, it was a treat that made you feel special. Imagine the excitement of opening that distinctive tin—like discovering treasure! Kids would trade flavors, each one wrapped in a playful bandage, creating a social currency of gum.

As the years passed, the cool factor of Ouch! Gum continued to skyrocket. Kids would keep those metal tins long after the gum was gone, using them to store anything from loose change to cherished notes. They became cultural artifacts, and now, vintage tins can sell for $40 and up!

Though Ouch! Gum was eventually discontinued and rebranded under the Hubba Bubba line, it never quite recaptured the magic of those original tins. But every once in a while, you might catch a glimpse of one on eBay, a nostalgic reminder of childhood creativity.

“You know you’re a Gen Xer if you still have an empty Ouch! gum tin stashed somewhere, hoping one day you’ll find the perfect use for it!”

Big League Chew

Ah, Big League Chew. Introduced in 1980, this bubble gum was the ultimate fantasy for little league players and baseball fans alike. Created by Portland Mavericks pitcher Rob Nelson and bat boy Todd Field, Big League Chew was inspired by the desire to offer kids a safer alternative to chewing tobacco. Packaged in a foil pouch adorned with a cartoon ballplayer, it was every kid's ticket to feeling like a Major League star.

With its shredded gum texture and sweet, fruity scent upon opening, Big League Chew quickly became a favorite. For 25-50 cents per pouch, you could stuff your cheek with that delightful pink gum, mimicking your favorite players on the field. The smell alone was intoxicating, a nostalgic blend that transported you to sun-soaked afternoons filled with laughter and friendly competition.

Over the years, Big League Chew became a staple of baseball culture, with over 1 billion pouches sold worldwide. It’s even the official bubble gum of the Baseball Hall of Fame! The early commercials captured the spirit of childhood dreams, showcasing kids having the time of their lives, chewing gum and blowing bubbles as big as their ambitions.

Now, Big League Chew is still thriving under Ford Gum, available in various flavors like Sour Apple and Grape, reminding us that the joy of chewing gum transcends generations.

“You know you’re a Gen Xer if you’ve ever stuffed a wad of Big League Chew in your cheek during a game, pretending to be your favorite player!”

Jawbreakers (Gobstoppers)

And then there were jawbreakers, the ultimate test of patience for any Gen X kid. Introduced in various forms over the years, Everlasting Gobstoppers made their debut in 1976, forever cementing their place in our hearts. These giant, colorful spheres were nothing short of a rite of passage. Who could resist the challenge of sucking on one, waiting for the changing layers of flavor and color to reveal themselves?

Jawbreakers were immensely popular, priced between 5-25 cents for the small ones and $1-$3 for the gigantic versions. The thrill of watching the layers slowly dissolve was mesmerizing, and for many, it felt like a sweet victory with each new color revealed. Sitting in a circle with friends, the conversations would flow as we all took turns pulling our jawbreakers out to check the latest hue!

These candies became synonymous with childhood adventures, often featured in pop culture, including Roald Dahl’s beloved “Charlie and the Chocolate Factory.” The idea of an Everlasting Gobstopper, an implausible candy that never got smaller, brought the concept of eternal sweetness to life. Even the cartoon “Ed, Edd n Eddy” kept them alive in the minds of a new generation, with characters scheming for the ultimate jawbreaker.

Today, Everlasting Gobstoppers still exist under Ferrara Candy Company, while generic jawbreakers are easy to find. Whether it’s a mini or a massive one, they carry the legacy of our childhood—the endurance candy that demanded patience and rewarded persistence.

“You know you’re a Gen Xer if you can recall the moment you finally cracked a jawbreaker, and the sheer joy of discovering a new color!”

The Corner Store is Gone

As we reminisce about these iconic candies, it’s hard not to feel a pang of nostalgia for the corner stores that once dotted our neighborhoods. Those beloved shops, with their glass jars, penny candy counters, and warm, inviting smells, have slowly faded away, replaced by gas stations and online shopping. The thrill of walking into a store with pocket change and the freedom to choose whatever candy you wanted is something that today’s children may never experience.

Yet, those memories remain vivid, a reminder of friendships forged over shared treats and the excitement of unwrapping a new candy pack. Each piece was more than just sugar; it was a tiny piece of joy, a moment of childhood magic that shaped who we are today.

Just as those penny candies taught us that small things add up to big joy, life insurance works the same way—a small monthly investment can provide significant protection for the ones you love.

What candy would YOU bring back if you could? Drop us a line on Facebook.

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Frequently Asked Questions

Bubble Yum — Is it the same as it used to be?

Still in production under The Hershey Company. Available in multiple flavors including Original, Cotton Candy, and Watermelon. Remains a recognizable brand but faces stiff competition from modern gum brands.. Originally introduced in 1975 (test markets 1974, national 1976) by Life Savers (division of Squibb Corporation). The recipe was created by a housewife in a small Missouri town who wanted to surprise her family. She sold the recipe to the Life Savers candy company. In 1977, rumors spread that the gum's soft texture came from spider eggs. Life Savers took out full-page newspaper ads in the New York Times and other major papers to debunk the rumor, stating 'Somebody is telling very bad lies about a very good product.' Sales temporarily dropped in Chicago and New York due to the rumor. Leonardo DiCaprio's early career included a Bubble Yum commercial. Bubble Yum became the #1 selling gum in the world during the 1980s.

Bubblicious — Is it the same as it used to be?

Still in production, now under Perfetti Van Melle after Mondelez sold its entire gum portfolio in 2023 for $1.35 billion. Available in multiple flavors. Remains a recognizable but less prominent brand than in its heyday.. Originally introduced in 1977 by American Chicle Division of Warner-Lambert. Bubblicious was created by the American Chicle Division of Warner-Lambert specifically to compete with Bubble Yum after its massive 1975 success. The 'Ultimate Bubble' ad campaign starting in 1978 was what finally made the brand take off after a slow start. The 1984 version of the 'Ultimate Bubble' spot featured trippy space imagery and animation that was remarkably ahead of its time. Destiny's Child's 'Bootylicious' was inspired by the Bubblicious jingle. Warner-Lambert was acquired by Pfizer in 2000, then the gum went to Cadbury, then Mondelez, then Perfetti Van Melle in 2023.

Ouch! Bubble Gum — Can you still buy it?

Discontinued. The product was later rebranded under Hubba Bubba with standard packaging, but that version also failed and was discontinued. Original metal tins are highly collectible, selling for $20-$40+ on eBay and vintage marketplaces.. Originally introduced in Late 1980s/early 1990s by Amurol Products (subsidiary of Wm. Wrigley Jr. Company). Made by Amurol Products, a subsidiary of Wm. Wrigley Jr. Company, under the Hubba Bubba brand umbrella. Available in flavors including grape, watermelon, and strawberry. Each stick of gum was individually wrapped in paper designed to look like an adhesive bandage. The metal tin packaging mimicked a real bandage box so convincingly that it was sometimes confused for actual first aid supplies. When Wrigley tried to modernize the packaging from metal tins to standard paper, it killed the product's appeal. Original sealed tins from the 1990s are now collector's items. Some kids used the empty tins as makeshift pencil cases or treasure boxes.

Big League Chew — Is it the same as it used to be?

Still in production and thriving under Ford Gum. Over 1 billion pouches sold worldwide as of 2023. Official bubble gum of the Baseball Hall of Fame. Available in Original (pink), Sour Apple (green), Grape (purple), and other flavors.. Originally introduced in 1980 by Wm. Wrigley Jr. Company (created by Rob Nelson and Todd Field). Rob Nelson conceived Big League Chew while playing for the Portland Mavericks (the independent minor league team depicted in the movie 'The Battered Bastards of Baseball'). Todd Field, the team's bat boy who co-created Big League Chew, went on to become an Oscar-nominated filmmaker. The first batch was produced on Babe Ruth's birthday. Jim Bouton, who pitched the idea to Wrigley, was the controversial author of 'Ball Four.' Originally only available in pink, the brand expanded to neon green (sour apple), purple (grape), and other colors. Over 1 billion pouches have been sold worldwide. Ford Gum took over manufacturing from Wrigley in 2010, moving production from Mexico back to the US.

Jawbreakers (Gobstoppers) — Is it the same as it used to be?

Everlasting Gobstoppers still in production under Ferrara Candy Company. Generic jawbreakers available from multiple manufacturers. The Ed, Edd n Eddy cartoon (1999-2009) featured jawbreakers prominently, keeping them culturally relevant.. Originally introduced in Jawbreakers date back centuries; Everlasting Gobstoppers introduced 1976 by Various manufacturers; Everlasting Gobstoppers by Breaker Confections (1976). Breaker Confections introduced Everlasting Gobstoppers in 1976 and changed their company name to 'Willy Wonka Brands' in 1980 to leverage the film's popularity. The company was sold to Rowntree Mackintosh and then to Nestle in 1988. Giant jawbreakers can take days or even weeks to finish. Each layer changes flavor and color as it dissolves. The name 'gobstopper' is British slang -- 'gob' means mouth. The largest commercial jawbreaker ever made was reportedly 3.7 inches in diameter. Some jawbreakers have been x-rayed to reveal 20+ distinct layers of color.