Plastic-free, plant based chewing gum brand, Milliways, has introduced a new and improved recipe across its range of best-selling chewing gum, alongside newly designed packaging.
The new recipe means that customers can expect longer lasting and more intense bursts of flavours, as well as an improved chewing experience across its range of Peppermint, Mighty Mint, Bubblemint and Watermelon flavours.
Driven by customer feedback, the new pocket-friendly design takes its cues from the pack created especially for Pret A Manger, loved for its pop-to-open feature and efficient re-seal. The ergonomic boxes are still fully recyclable and biodegradable. They’ve also been given a sustainability-focused upgrade, supporting the brand’s mission to reduce waste and single-use plastic consumption. The company’s new pack recently won Gold in the Grocer’s New Product and Packaging awards for sustainable pack of the year.
Founded in 2021, Milliways has gone from strength to strength as a plastic-free, plant-powered challenger to ‘big brand gum’. Having completed a £3 million 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 found in conventional plastic-based gum.
“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,” says Milliways’ founder and CEO, Tom Raviv.
