Milliways launches into the French market with panache

October 31, 2024 Editor

Milliways’ new plastic-free chewing gum is poised to revolutionise the French gum market as it rolls out nationwide.

The bestselling plastic-free, plant-based gum brand is trailblazing into new markets as it looks to refresh the way the world chews gum. Following the recent launch in the US, Milliways identified France as its next major market in its global roll-out.

The chewing gum market in France has seen less innovation and disruption from plastic-free brands in comparison to the UK, giving Milliways the perfect opportunity to spread their better-for-you purpose and product to many new consumers.

Milliways’ products are already available across France’s largest and best-known retailers, including hypermarkets, supermarkets, forecourts and convenience stores.

Taking inspiration from French favourites, the product range includes three brand new flavours – Strawberry, Cherry and Spearmint – alongside the already popular Peppermint and Mighty Mint.

All flavours are available in 10 piece and the new 30 piece formats. The move underscores Milliways’ ability to quickly adapt and enter new markets, whilst fast-tracking their sustainability goals of replacing billions of pieces of single-use plastic gum, with their plant-based alternative.

“France, a global trendsetter in food, fashion, and lifestyle, is the perfect stage for Milliways,” says Milliways founder, Tom Raviv. “As we delved deeper into the market, we saw a clear lack of sustainable and innovative products available to consumers, sparking our excitement for this incredible opportunity. In every market we’ve entered, we’ve seen the same surprising truth: many consumers are unaware that big brand chewing gum contains plastic ingredients. Following our growth in the UK and recent launch in the US, we’re thrilled to bring our plastic-free movement to France.”

The rollout positions Milliways not only as a major challenger in the French gum market but as a global contender in an industry that has long been stagnant, dominated by a few confectionery giants. As the brand continues to expand, consumers can expect to see the eye-catching packs everywhere – from viral campaigns to major retailer launches nationwide.

The brand is has set its sights on becoming a household name in France – using surround-sound marketing to highlight its purpose as it takes its plastic-free gum worldwide.