Excel

Excel is a brand of chewing gum and breath mints originally launched in Canada in 1991 by the Wrigley Company. It was Wrigley's first pellet gum in Canada and served as the model for the Eclipse brand, which Wrigley introduced in the United States in 1999 as its first entrant into the American pellet gum segment. While Eclipse became the primary brand name in the U.S. and many international markets, Excel remains the brand used in Canada, where it is sold alongside Excel Mints. Excel gum is sold in blister packs of 12 pellets, split packs of 18 pellets, and the Big-E-Pak plastic containers with 60 pellets. In late 2007, the American Dental Association awarded its seal of approval to Eclipse sugarfree gum, a sister brand to Excel. Excel Mints are packaged in recyclable steel boxes containing 50 mints (49 in Canada), with a distinctive hinged lid and the tagline "powerful fresh breath" printed inside. Flavors include spearmint, peppermint, winterfrost, cinnamon, orange, blackcurrant, and others depending on the market. Excel is owned by the Wrigley Company, which has been a subsidiary of Mars, Incorporated since 2008. The brand is marketed in Canada and, as Eclipse, in the United States, Australia, Malaysia, South Korea, Latvia, Taiwan, Hong Kong, and other markets. In China, Excel partnered with the Chinese Stomatological Association in 2012 to release a dental health app called Ai Ya Qing Song Xue (爱牙轻松学). The brand continues to be a significant player in the pellet gum and breath mint categories in its markets.

Excel chewing gum was launched in Canada in 1991 by the Wrigley Company. It was the company's first pellet gum in the Canadian market. Eight years later, in 1999, Wrigley introduced Eclipse in the United States, modeling it after Excel; Eclipse was the company's first entrant into the U.S. pellet gum segment. The Eclipse brand was also launched in Australia in 1999, where Excel Mints were previously sold under the name Airwaves. Over the years, the brand expanded its product range and geographic footprint. In late 2007, the American Dental Association awarded its seal of approval to Eclipse sugarfree gum, a sister product to Excel. In early 2009, the "Black Chill" variety of Eclipse mints was introduced, followed by "Cool Breeze" in late 2009. In Canada, Excel Mints are sold with both French and English on the box, as required by law, and contain 49 mints. During the 2010 Winter Olympics in Vancouver, each piece of Excel gum had a small edible maple leaf printed on it to support the Canadian Olympic Team. In 2012, in partnership with the Chinese Stomatological Association, Excel released the first dental health app in China, called Ai Ya Qing Song Xue (爱牙轻松学), developed by FabriQate. Today, Excel remains a brand used in Canada, while Eclipse is marketed in the United States, Australia, Malaysia, South Korea, Latvia, Taiwan, Hong Kong, and other markets. Both brands are owned by the Wrigley Company, which has been a subsidiary of Mars, Incorporated since 2008.

• 2012

  Excel partners with Chinese Stomatological Association to release dental health app in China.

• 2010

  Excel gum with edible maple leaf released for Vancouver Winter Olympics.

• 2009

  Black Chill and Cool Breeze mint varieties introduced.

• 2007

  Eclipse sugarfree gum receives ADA seal of approval.

• 1999

  Eclipse gum launched in the U.S., modeled after Excel; Eclipse Mints launched in Australia.

• 1991

  Excel gum launched in Canada by Wrigley.

Sugarfree gum and breath mints with a focus on fresh breath and dental health.

• Excel pellet gum

  Sugarfree chewing gum in blister packs of 12, split packs of 18, and Big-E-Pak containers of 60.

• Excel Mints

  Breath mints in recyclable steel boxes of 50 mints (49 in Canada), available in various flavors.

• 2026.08.24

  Reported2026.08.24

  EXCEL Gum launches 'Chew Good' marketing platform in Canada[2]EXCEL口香糖在加拿大推出“Chew Good”营销平台newswire.ca

  EXCEL Gum, Mars Canada's gum brand, launched the 'Chew Good' platform, a cheeky, vibe-forward campaign centered on taking a break with a simple chew, supported by fresh visuals, social content, immersive pop-ups, national media buys and creator-led content, following a refreshed package brand identity and the brand's 35th anniversary.

Read more

1. 1Eclipse (breath freshener) - Wikipediaen.wikipedia.org
2. 2EXCEL口香糖在加拿大推出“Chew Good”营销平台newswire.ca