Throughout William III’s early years at the family firm, Wrigley’s gum enjoyed a substantial lead in its industry. However, by the time he assumed the presidency in 1961, sugarless gum, and later bubble gum, were chipping away at that lead. Wrigley began to invest heavily in research and eventually produced several new lines, including Freedent for denture wearers, the sugar-free Orbit, the bubble gum Hubba Bubba, and the cinnamon-flavored Big Red. Under William III’s leadership, Wrigley’s was able to maintain its position as the world’s largest manufacturer of chewing gum.