Lightest flavor ever: Air Mint

Lotte's new gum, Fit's, recorded bang-up sales right out of the gate, thanks to a YouTube campaign for which everyday people sent in videos of themselves dancing to the incredibly catchy Fit's jingle. (Thank you, tamurapan, for your unforgettable contribution to commercial music.) The idea, I guess, is that soft and long-lasting Fit's gum will make you start doing the herky-jerky upon first chew.

Confidence high from unbridled success, Lotte has decided to quietly drop a new flavor of Fit's into the mix: Air Mint. I'd like to be able to claim that Lotte is behind this elegant linguistic innovation -- a light mint being called an "air mint" -- but apparently, French brand Verquin got there first.

Our verdict? It takes exactly like "air mint." The overall flavor is a wintergreen peppermint with a slight trace of menthol. This clears the palette nicely without committing aggravated assault on your tongue like Black Black. There are also faint and mysterious traces of vanilla in the early chews.

Most impressively, the gum settles into a highly chewable, velvety-soft putty that retains its flavor over a long period of time. We could make a lot of digs with the 'air' tag -- e.g., "This airhead flavor is a featherweight in the gum category" -- but, no, it's a very good gum.

I don't feel compelled to get up and dance, though. I'm too busy sitting back and contemplating the complex minty sensation in my mouth. To air is human! (OK, last one, promise.)