Friday, October 2, 2009

Juicy Fruit Gum Is Yellow?!

Recently I bought a pack of Juicy Fruit gum for the first time in ages. I mean, for possibly the first time in decades. And I was astonished to see that Juicy Fruit gum is now colored a bright and distinctive yellow.

When did this happen? When did they decide to color Juicy Fruit yellow? I mean, the package has always been yellow. The taste is the same. But back in my day, Juicy Fruit gum, like any respectable gum, was a pale and nondescript light tan. When did it turn yellow?!

Though somehow, in a twisted way, it makes sense to me. We have to dumb everything down. Coloring Juicy Fruit a more... garishly Juicy Fruit color is sort of like color-captioning for the thinking impaired. It makes sense that, in a world of reality TV, and three plus three added by calculator, and high school graduates who can't read their own diploma, Juicy Fruit gum had to be "color coded" for the sake of those who would otherwise go into terminal brainlock over why a gum that tasted yellow didn't also look yellow.

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