Cesar Tordesillas

Big League Chew, a popular shredded gum brand, has dropped images of cartoon characters from its packaging for Los Angeles Dodgers outfielder Matt Kemp and Philadelphia Phillies pitcher Cole Hamels.

For 33 years, Big League Chew has featured cartoon characters on more than 500 million pouches that it produced.

However, the chewing gum company has decided to put pictures of active athletes on the front of the gum package, starting with Kemp and Hamels this June.

"This was uncharted territory for us," said Rob Nelson, who invented the product as a chewing-tobacco alternative along with Jim Bouton when the two were teammates on an independent baseball team in 1977.

"But these guys epitomize what is good about the game of baseball and the time is right," Nelson added.

PLB Sports has secured the deals with Kemp and Hamels and linked up a charity component in the process.

Some proceeds from Kemp's cut of the deal will go to Kemp's Kids, which provides inner-city youth a chance to get into baseball and stay off the streets.

The player pouches will go on sale this summer for the usual retail price ranging from $1 to $1.99, depending on the outlet.

Big League Chew originally signed a three-year contract in 1980 with Amurol, Wrigley's wholly owned subsidiary, but the deal turned into a 30-year relationship.

The pouches were instantly a hit among youth baseball players because they allowed the players to customize how much gum they wanted, not worry about the wrapping and even share with their teammates.

Under Amurol, Big League Chew generated a steady $10 million in annual business but when Mars bought Wrigley for $23 billion in 2008, Nelson bought the machines and took his business to Ford Gum in Akron, New York.

Last year, in its first full year in business, Ford grew sales to more than $13 million, which is expected to rise even more thanks to launches of new products, including Big League Chew soft bubble gum balls.

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Business to chew on: gum cover to feature Matt Kemp, Cole Hamels