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The rise of plant-based - and plastic-free - chewing gum

Conventional chewing gum is typically made from a gum base that can contain plastic, paraffin, and synthetic resin. Enter the challenger brands making plant-based gum from chicle, the chewy sap of the Sapodilla tree. ‘Chew plants, not plastic,’ they say.

Chewing gum is chewy thanks to its gum base, which is made of a combination of food-grade plastic polymers, waxes, and softeners. These ingredients give gum the texture desired by consumers, according to the International Chewing Gum Association. Polyethylene, paraffin, and synthetic resins are also FDA-authorised ingredients and additives in chewing gum.

However, many consumers are unaware of this. A survey commissioned by UK retailer Iceland found that 85% of UK consumers did not know chewing gum contained plastic.

Awareness of plastic pollution and the negative impact on both the environment and health, however, is growing. One study found that plastic packaging labelled as ‘microwave safe’ releases billions of micro- and nano-plastic particles into baby food after being microwaved – and these particles are toxic to human kidney cells. Another study found that plastic teabags release billions of micro- and nanoplastics when left to brew at 95°C.

Conventional chewing gum brands may therefore have an increasingly hard time convincing consumers that plastic-based gum is not harmful to health.

‘Chew plants, not plastic’

Plant-based claims are beginning to appear on chewing gum and, given both the health and sustainability concerns, the appeal of natural, chicle-based and plastic-free gum could therefore grow. Chicle is the chewy sap from the Sapodilla tree that is native to Latin America, and it is being embraced by challenger chewing gum brands around the world.

UK chicle-based chewing gum brand Nuud tells consumers to ‘chew plants, not plastic’ while Danish brand True Gum makes on-pack claims of being both plastic-free and sugar-free. The ingredient list for True Gum’s lemon flavoured chewing gum declares: sweeteners (xylitol, steviol glycosides), chicle gum base, natural lemon flavour and other natural flavours, acidifier (citric acid), humectant (glycerin), stabiliser (gum arabic), safflower extract, and glazing agent (carnauba wax).

In Asia, Gud Gum, which also uses chicle, claims to be India’s first ever plastic-free chewing gum brand and has a functional version with added activated charcoal to help whiten teeth.

However, one barrier to uptake may be the higher price tag associated with chicle-based chewing gum products. According to Mike Hughes, head of research and insight at FMCG Gurus, this is a barrier that many plant-based brands must work to overcome. “There is the perception that plant-based products require paying a premium,” he says. “Consumers sometimes see plant-based as expensive.”