Danish eco-friendly gum and mint pastille company True Gum has partnered with travel retail agency Blue to develop its global travel retail business.
The brand, which was launched from a kitchen table in 2018, has grown to become one of Europe’s fastest-growing gum producers. The company offers plastic-free, plant-based premium gum alternatives. It is present in 15,000 stores with over 30 domestic retail partners including 7-Eleven, Pressbyran, Narvesen, Reitan, Billa, DM and Rossman.
True Gum offers two product ranges, True Gum and True Mints, with a third sustainable category to be announced soon. True Gum is a plastic-free, sugar-free biodegradable chewing gum available in six natural flavours made with plant-based ingredients. True Mints are plant-based sugar-free mint pastilles that are available in five natural flavours and wrapped in sustainable packaging.
These include best-selling flavours like mint and lemon, and fruity combinations like Raspberry and Vanilla; Ginger and Turmeric and Liquorice and Eucalyptus. True Gum is the only gum in the world that is palm oil-free certified. It uses European plant-based xylitol with only naturally-sourced flavours and extracts.
All True Gum products are made in its green chewing gum factory in Copenhagen through transparent production processes. The company also supports the preservation of endangered cardamom rainforests in Cambodia.
The company was founded by Co-Founders Morten Ebdrup, Peter Regnersgaard, Zabrina Ziegler and Jacob Motzfeldt. Commenting on True Gum’s positive ethos, Ebdrup said: “When we first discovered that conventional chewing gum on the market was made from plastic and synthetic ingredients, we founded True Gum with a mission to change the gum business for good.”
Committed to creating positive change on a global scale, True Gum is confident that travel retail is the right avenue to spread its message to consumers around the world. True Gum took its first travel retail steps in May when it launched at Copenhagen Airport with WHSmith. The company plans to grow its travel retail network in markets where it is also expanding domestically.
“We have had rapid growth in our home market of Scandinavia and throughout Europe,” added Ebdrup. “We have taken the first steps into UAE and Australia. We have a strong sales history. We have constantly increased our listings and, at the same time, been able to deliver category growth to our partner retailers. We believe this makes us a very credible partner for travel retailers looking to expand their ranges of healthier and more socially-responsible ‘refresher’ products.
According to Ebdrup, sustainability is at the core of True Gum. He said: “Everything we do starts and ends with being green, it is a 360- degree approach which supersedes everything we do. That’s why we start with the end in mind and work our way backwards, ensuring that we constantly push the sustainability bar. It’s not only a trademark, but also a competitive advantage.
“There is a big difference between using natural ingredients and synthetics and we know that consumers are taking that onboard by the True Gum sales volumes that we are seeing,” added Ebdrup. “Sustainable chewing gum and mints in travel retail is the next step for us and we are excited to continue that journey with Blue.”
Travel retail agency Blue is showcasing True Gum among other clients at the upcoming Virtual Travel Retail Expo 2021, where it is a Silver Partner.
Commenting on the True Gum partnership, Blue partner Karl Walter said: “True Gum’s journey is impressive and inspiring, going from strength to strength and aggressively growing its retail footprint in Europe. With an extraordinary value proposition and passionate leadership, True Gum has significant growth potential in travel retail. We have a committed team of seasoned business development consultants in Europe and USA to ensure the brand becomes a global travel retail success.”
“With the WHSmith listing at Copenhagen Airport, True Gum is taking the channel head on,” added Blue Partner Thomas Henningsen. “True Gum and True Mints are a natural fit for travel retail. Travel research agency m1nd-set concludes that 55% of travellers are looking for healthier snack options and 48% feel that the current confectionery offer is not suitable for snacking. That’s why we offer the full range of single packs, multi-packs, ready-to-sell display boxes and limited edition flavours, catering to all types of shopping environments.”
