"If It's Gum, Then Lotte" The Revival of Retro Gum... 'Blueberry Gum' Returns After 13 Years

Flavorless Blueberries... Taste Created Based on Image
Lotte Wellfood Plans to Launch 'Retro Gum Series'

Lotte Wellfood (formerly Lotte Confectionery) announced on the 30th that it will re-release ‘Lotte Blueberry Gum’ after 13 years. Blueberry gum was first launched in 1983 and was sold until 2011. Starting with this, Lotte Wellfood will also begin the ‘Retro Gum Series’ project to re-release nostalgic gums.

Lotte Blueberry Gum is a gum created by imagining the blueberry scent, which has a unique taste but no actual aroma. At the time of development, Lotte gum researchers created a scent based on the image felt from the shape and taste of blueberries. It also contains blueberry concentrate, so the flavor harmonizes with the scent when chewed. As Lotte Blueberry Gum gained popularity over a long period, the gum’s scent was even perceived by the public as the actual blueberry aroma.

The external packaging restores and applies the design from its initial introduction in 1983. On the other hand, the individual inner wrappers feature a stylish design that appeals to the younger generation. Thanks to this, it brings nostalgia to consumers who remember that time and stimulates curiosity and interest in the imagined blueberry scent for MZ generation consumers encountering it for the first time.

Lotte Wellfood will start the ‘Retro Gum Series’ project following last year’s ‘Revival Retro Gum’ campaign, beginning with the blueberry gum. The Retro Gum Series project focuses on re-releasing gums from the past that were loved by many consumers. Additionally, marketing activities will be carried out to deliver novelty and enjoyment to the MZ generation.

Meanwhile, since last year, the gum market has regained vitality and is recovering. Lotte Wellfood’s gum sales grew by about 25% last year compared to 2022. Specifically, the large gum category, including the three major Lotte gums, grew by about 65%, and the bubble gum ‘Watta,’ popular among younger consumers, grew by about 40% during the same period. The ‘Drowsiness Alert Gum,’ useful for long-distance driving during outings and outdoor activities, also showed significant growth with a sales increase of about 60%.

To maintain the momentum of the revived gum market, Lotte Wellfood is conducting various gum marketing activities. In December last year, they ran the ‘Revival! Lotte Gum’ campaign featuring model Kim Ah-young and retro gums such as ‘Fresh Mint’ and ‘Eve Gum.’ They also resumed the ‘Bubble Gum Blowing Championship,’ a fierce competition themed around Watta bubble gum, after eight years.

A Lotte Wellfood official said, “Many consumers were curious about the blueberry gum with an imagined scent, so we decided to re-release it,” adding, “Through the Retro Gum Series, we plan to continuously reintroduce gums from the past that live in consumers’ memories.”