"Old chewing gum" gum is the second most common form of litter in the world...and generates around 100,000 tonnes of global waste a year. The microplastics from waste gum can reach the oceans, where sealife can consume it. That way, it makes its way into our food chain. The plastic polymers in this gum are the same as those found in car tyres and plastic bottles. That means the gum can’t biodegrade, so it sticks to our streets forever.

True Gum is changing chewing gum, for good.

Produced in Copenhagen, Denmark, True Gum began as a startup by founders Jacob, Peter, Zabrina and Morten, who had a belief that chewing gum could be better. In 2017 came the aha! moment – could a gum that is completely free from plastic be made? The True Gum founders gave it a go,and after 472 prototypes, they finally perfected the recipe in their home kitchens. For the first 16 months every piece of plastic-free True Gum was cut in hand. Slowly they managed to build their own eco-friendly gum factory up from scratch.

Plastic-free, eco-friendly packaging
They also said a big NO THANKS to plastic packaging (the ones traditional gums use). Instead, they use cardboard boxes illustrated using inspiration from their natural ingredients.