Mars Wrigley, a multinational chewing gum corporation, has recently announced its intention to enter Web3 via non-fungible tokens (NFTs) and its proprietary Metaverse. The company filed a patent with the United States Patent and Trademark Office on March 24, outlining the establishment of its “Juicyverse” Metaverse, which will employ Web3 technology to provide fans with access to digital collectibles that can be owned, traded, and utilized in virtual environments.

The patent specifies three key areas of focus for Wrigley’s NFT plans. The first area is the issuance of non-fungible tokens featuring artwork, apparel, confectionery, candy, and snacks, as well as NFT-backed media like downloadable audio and video recordings. Wrigley also plans to issue virtual and physical candy supported by NFTs, as well as “non-downloadable crypto-collectible software” that can be used to upload, modify, share, and view digital collectibles.

Furthermore, the company plans to launch its own Metaverse, named “Juicyverse,” where users can interact for recreational, artistic, leisure, or entertainment purposes.

Wrigley is joining other food companies in pursuing NFT initiatives, with its parent company Mars filing an NFT-related patent for “Snickers” less than a year ago. The patent aimed to control the issuance of brand-related non-fungible tokens, virtual snacks and drinks, and software for authenticating, transmitting, and storing virtual assets. Additionally, other companies in the food industry, such as Kraft Foods, have filed similar patents for NFTs related to their products that can be used in virtual environments.