Exotic, uh, gum: 5 Adamantium

Here's a follow-up to my previous article about V Graphite, the tie-in with the The Wolverine film, which is due to be released within a week or so.

I realise this isn't a beverage. I'm sorry. You'll survive. Deep breaths.

So many incomprehensible thoughts come to mind when one is presented with a chewing gum named after a superhero's fingernails.

This is Wrigley's 5 gum in Adamantium flavour with the byline "A rush of citrus".

I've often wondered if the creators of 5 gum took their marketing strategy from Lynx/Axe deodorant, in that they've branded the product with a slick, mostly black design and chosen totally non-descriptive flavour names. I realise trends are made to be bucked, but there's something to be said for giving your customers some idea of what they're paying for. (Particularly as neither the gum nor the deodorant are cheap products.)

The package design is cool, but it's got a head start considering the established design is already really neat. This one is silver.

The gum itself is wrapped in silver foil embossed with the 5 logo. The gum itself is yellowish beige.

When 5 was originally released back in 2009, Wrigley took the unique (and admittedly quite gimmicky) stance of leaving the flavours a total mystery. Nothing was printed on the wrapping, and the names of each flavour were deliberately cryptic. Unfortunately (or perhaps fortunately), the flavours are now printed on the outer plastic wrap. This one is "A rush of citrus", the "rush" being the addition of pear. I had no idea pear was considered a speedy fruit.

Based on a five minute perusal of the Wikipedia page for 5 gum, it strikes me that 5 Adamantium is quite likely a rebranding of 5 Evolution, a citrus and pear flavoured variation released in Europe, but not Australia.

It tastes like a fruity chewing gum. Nothing amazing to report. It doesn't taste like Hugh Jackman (unless Mr. Jackman has a flavour akin to artificial lemon sorbet with a pear in it).

The flavour lasts a remarkable length of time, but I believe that's a staple of all of the 5 gum range.

What can I say, it's alright. It's not remarkable. It's....alright.

Other things I've learned today: I had no idea that Schmackos are made by the same company that makes Mars Bars. (And 5 gum.) Something new. Every day.