🚀 Your Weekly Slice of UK Consumer Startups #25

We realised most chewing gum (including E*tra) is actually made of plastic - the same types found in PVA glue, carrier bags and tyres - hidden under the vague term “gum base.” We knew plant-based gum was possible, but the offerings out there weren’t great, so we set out to create the best recipe, brand and story to take on Big Gum - proving gum could be plastic-free, plant-based and actually taste better than the plastic stuff.

Raising awareness of this microplastic issue hiding in plain sight is a huge part of our mission. Once people realise they’ve been chewing and swallowing plastic for years, they demand change and that’s when we can use public pressure to push policymakers, MPs and retailers to act. The campaign’s reach has helped build a movement of even more people who’ve now switched to Nuud, told their friends, and joined us in calling for action on plastic gum. Real change starts with awareness, and awareness starts with outrage.

As a challenger brand with limited resources, we have to think differently. Social platforms are where we can reach millions without massive budgets, so we blend serious issues with absurd creative to get the algo cooking and people talking. The 'Rest in Plastic' stunt was born from that - a satirical way of showing how something as small as gum can have serious consequences for people and planet. It got people laughing, then thinking and that’s the sweet spot where real awareness spreads.

We’ve found retailers are increasingly open to change and many recognise that they’ll need to act long before government regulation catches up. Getting decision-makers to truly understand the issue is key. M&S taking Nuud on shelves is a major step, giving us further data and proof of consumer demand to drive wider industry change. We’re already seeing strong plant-based gum growth while traditional plastic gum sales stagnate - the shift has begun.

We’re working to support the UK’s most forward-thinking retailers to phase out plastic gum entirely, while continuing to push the government and regulators to act. Alongside our growing coalition of charities, researchers, activists and purpose-led brands, we’ll keep chewing away at the problem until plastic gum is gone for good and everyone’s chewing plants, not plastic.