Chewing gum for the curiously masochistic | Adweek
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Chewing gum for the curiously masochistic

SoursAltoids, those “curiously strong mints” that burn the tongue like pure sodium, are also chewable in the form of an extraordinarily sour gum. That consumers enjoy inflicting such pain on themselves has always struck us as a bit strange, and seems at odds with what was meant to be the brand’s original intent: to allay discomfort, not cause it. Yes, it’s true. Altoids’ Web site explains that the mints began as a lozenge to relieve intestinal pain and stop “poisonous fermentation,” whatever that is (it certainly sounds bad). The “curiously strong” tagline and trademark metal tins were introduced in the 1920s, and the recipe has remained unchanged since the days of George III, who as you might recall was syphilitic. (Is that what they mean by “poisonous fermentation”?) Anyway, now we’ve told you about the product and given you a history lesson, besides. If you give the gum a try, don’t say you weren’t warned.

—Posted by David Kiefaber

Topics: Kiefaber
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