Consumers of Milliways chewing gum can expect longer lasting and more intense bursts of flavour, plus a better chew, thanks to the products latest recipe update. What’s more the chewing gum, which prides itself on being “plastic free”, has upped the sustainability factor of its packaging.
The Peppermint, Mighty Mint, Bubblemint and Watermelon flavoured gums now come in a pocket-friendly, pop-to-open, resealable design. In addition, packs are now more sustainable, using less materials. All cardboard is Forest Stewardship Council-certified and production has been streamlined to ensure less waste overall.
The packaging, which was designed in collaboration with agency Analogue, combines space-themed visuals, won Gold at The Grocer’s New Product and Packaging awards last week.
Founded in 2021, Milliways has quickly established itself as the plastic-free plant-powered challenger to ‘big brand gum’, claiming that conventional chewing gum can contain up to 1g of plastic per piece. To put this into perspective, Milliways adds that a plastic straw contains between 0.4g-1g of plastic.
Having completed a £3m funding round earlier this year, the brand has been investing in product innovation and R&D to push the limits of what can be done with only seven plant-based ingredients – compared to the 30 or so artificial and synthetic ingredients it claims are found in conventional gum.
Milliways founder and CEO, Tom Raviv, says: “The gum category has been starved of innovation and sustainable practices for decades, and this comes at the expense of consumers who want something new and exciting – better ingredients, unique flavours, sustainable materials. That’s why we started Milliways – it’s embedded in the DNA of our brand. We constantly speak to consumers to understand what they’re looking for and how we can improve, and we build this into our product development processes. Launching our improved recipe and new pack design is testament to our continuous efforts and pursuit towards perfection.”
Milliways claims to be the fastest growing gum brand, as well as the best-selling plastic free gum brand, in the UK.
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