Mint is by far the most popular flavor for chewing gum around the world. When we check the lists of top flavors in each country published by market research companies (e.g. Euromonitor), we always find peppermint, spearmint, mint, or other variations of the theme under local names (such as chlorophyl, hierbabuena, …) at the top of the list.
Mint brings this refreshing feeling that many consumers are looking for in a gum. Breath freshening is one of the main purposes for the consumers to use gum. When dealing with breath freshening, we have to consider not only the mint flavor but also some “cooling” agents that go with the flavor. Menthol is probably the most traditional, but it brings some bitter aftertaste and has to be very well balanced in the formulation. Other ingredients are WS3 or WS5, but recently Wrigley has patented a new ingredient that serves this purpose. This has been published by Confectionerynews here, and the inventor claims that this ingredients has less disadvantages compared to previous ones. It can be combined with other ingredients or used in the coating of the gum.
This is one more step that main players (gum producers, flavour suppliers,…) take in the direction to provide cooling/freshness to the consumer without adverse effects. I like when I see the industry moving forward and developing better, new products!
Chewing Gum Consultant 