Morrisons and Nuud chewing gum Photo Credit: Matt Alexander/PA Wire

Morrisons, the supermarket chain, said that 82% of UK adults are unaware that regular chewing gum contains plastic. Even when disposed of responsibly, chewing gum ends up in landfill and water systems contributing to the global plastics problem.

Thanks to a supply partnership with Nuud, Morrisons customers will be able to get their hands on plastic-free chewing gum this week as it hits the shelves.

Keir Carnie, Nuud founder, said:

“Our innovative plastic free, plant based chewing gum is perfect for those seeking a natural and planet friendly freshener.

“The Morrisons team has been so supportive in planning for this partnership, and we’re really pleased to join them on the mission to offer healthy and sustainable alternatives to Morrisons customers.”

The £1.50 spearmint Nuud Chewing Gum is plant-based, biodegradable and free from plastic and sugar. It breaks down just like a banana skin and can be composted.

The packaging is made from cardboard and fully-recyclable at home.

Keir had appeared on BBC Two show Dragon’s Den, but failed to secure investment as the Dragons felt the big-brand competitors had too tight a grip on the market.

Morrisons disagreed and were won over by Nuud’s sustainability credentials and Keir’s desire to solve the problem of hidden plastics in regular chewing gum as well as the litter problems and environmental issues it can cause.

Darren Smith, senior sourcing & local ranging manager at Morrisons, commented:

“Reducing plastics is consistently highlighted as one of the top issues our customers care about and as a business we want to identify and work with sustainable brands of the future.”