Milliways, the plant-based plastic-free chewing gum brand, has announced a revamp in both its recipe and its packaging design.
The new recipe means that the gum’s flavours will last longer and be more intense. These flavours include Peppermint, Mighty Mint, Bubblemint and Watermelon flavours.
The new packaging, taking inspiration from one created especially for sandwich chain Pret A Manger, has also been informed by customer feedback, and is fully recyclable and biodegradable, reflecting a push towards sustainability.
The brand, which only contains seven plant-based ingredients, earlier this year received a £3mn injection of funding and is using it to push ahead with R&D.
“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,” said Milliways’ Founder and CEO Tom Raviv.
“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.”