In the mid-1930s, Arthur Ginsberg, a young man from Troyeville, Johannesburg, embarked on a journey that would change the face of South Africa’s confectionery industry. After completing school, Ginsberg secured a job as a cost accountant at Chapelat Sweets, a prominent sweet manufacturer located just 8 minutes from his home.
The Early Days
While studying for his BCom degree at the University of Witwatersrand at night, Ginsberg quickly rose through the ranks, becoming head of sales and marketing at Chapelat by the early 1940s. His advertising expertise would soon prove invaluable.
A Crisis and an Opportunity
When Chapelat lost its major customer, OK Bazaars, after being dropped in favor of Turnwrights, Ginsberg recognized the need for a new product line. Inspired by Wicks bubblegum, selling at a penny each, he envisioned a gum that could sell two for a penny.
The Birth of Chappies
Ginsberg experimented with a bubble gum base from the US, creating a unique recipe. The base, made from 100% synthetic rosins, was heated, mixed with additives, glucose, and sugar, then extruded into long strips.
The Manufacturing Process
Over 1,200 Chappies were produced per minute. Initially, five flavors were introduced: pineapple, strawberry, lemon, orange, and cherry. The gum was wrapped in waxed paper to prevent sticking.
Marketing Magic
Ginsberg’s innovative marketing strategies made Chappies an instant hit. He introduced “Did You Know?” questions on the inside of each packaging, appealing to children’s curiosity.
Chappies became synonymous with bubblegum. By the 1970s, the brand held 90% of the bubble gum market and was exported to neighboring countries.
Acquisition and Legacy
In 1989, Cadbury acquired 100% of Chappies. Today, Cadbury still owns and produces the beloved bubblegum brand.
A Lasting Impact
Arthur Ginsberg passed away in 2007 at 89, leaving behind a legacy that continues to bring joy to generations.
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