Among the more patriotic motive were the gum wrappers with pictures of different branches of the Israeli Army, like Commando Forces, Parachuters, Motorised Forces,the Air Force, the Navy and the Jeep Motorised.

In this period people didn't travelled a lot abroad, so to learn about other countries was an attractive
theme to put in the wrappers, as we can see those with views from Brussels, Egypt, Athens, San Francisco,
Moscow, Venezia and Madrid.
 

Other motives were of Encyclopaedic value like series about Countries in the world, with inscriptions in the wrapper regarding relevant data about them, the same with animals, public buildings and monuments, and
an special motive for gum wrappers like in other countries in the 60's was the Spatial race, and automobile
models.Also were gum wrappers series with film stars, football players, etc.
 

Since the end of the 60's those chewing gums with thematic wrappers begun to disappear in Israel. Until then, the gum wrappers were collected by children, were articles of collection , playing with them in the schools and object of exchange. In the early 70's Tamar Industries continued to produce series of gum wrappers with banknotes of the world, countries and children's stories, even in the beginning of the 80's produced a new edition of the series of countries, but not with great diffusion.
Another gum companies that produced chewing gums until the 70's were Barth, and Gum-Gum in Herzl Street Nº 42 in Tel Aviv.

In the 80's,  Elite produced a series based in Walt Disney cartoons. When Lieber, that was an important gum producer at least since the 60's , stopped production in the late 80's, Elite took the license to produce Bazooka chewing gums, and marketed Bazooka stick gums with jokes and future telling in their wrappers. Also in the 80's, Atlas, a firm from Jerusalem produced a series of gum wrappers under the name of People of the World, that later in the 90's continued production of this series for a firm from B'nei Brak caller Marganit, specialised in kosher chewing gums .
Elite tried also in the 90's with collectible trade cards of football players during  the World Cup in Italy'90 and later with a Simpson's series with a campaign of education in prevention of traffic accidents, but surely, none of those efforts were granted  with the popularity of the gum wrappers from the 50's and 60's.
 

By the end of the 90's, most of the chewing gums sold in Israel were imported, Elite, the main producer almost stopped producing chewing gums after losing most of the local market to Wrigley's, that with the brand Orbit become the king of the gums ( imported from France and England). Even the most classical brand of Elite, called Girl in English and Elma in Hebrew was discontinued.

So, since the 60's most of the chewing gums had wrappers designs similar to other countries, and the trend was to have a simpler design, with less printed details like ingredients, producer addresses, etc. ,and only a colour and a logo were seen in many cases.
With the new century, Elite returned to the market with the renewed sugarless gum "Must", even in the beginning imported the pellet gums from Denmark ( Dansk Tygegumi) but very soon produced in Israel the boxes of pellet gums and stick gum returning to get a better participation in the local market. In the bubble gums segment, all the time remained as a big producer of the Bazooka gums in different forms, and the only other Israel firm in the bubble gums segment is Taam Israel , a firm from Rishon Le Tzion.

Also in this century, another brand appeared, Mustix, made by Atlas for Marganit, producing stick chewing gums, and also Cigarette shaped bubble gums,  in an open competition to Must from Elite.

       CERRAR