True Gum emphasises its eco-friendly edge to target expansion in travel retail

True Gum.

True Gum Co-founder Morten Ebdrup.

Artisan chewing gum brand True Gum has set its sights on further expansion in global travel retail, by leveraging its eco-friendly credentials as a plant-based gum packaged in sustainable cardboard boxes.

“Our goal is to continue growing our presence in the DF&TR channel in 2023 and beyond by expanding our range of exciting, sustainable alternatives to conventional gum, and securing new partnerships with the remaining key travel retail operators globally,” True Gum Co-founder Morten Ebdrup told TRBusiness.

“We’re focused on identifying new distribution opportunities in travel hubs and airports worldwide, and investing in strategic marketing campaigns to raise awareness of our brand and commitment to sustainability.”

The Copenhagen-based company partnered with Blueprint in 2020, to handle its business development in the channel and coordinate all travel retail listings.

Over the past three years, True Gum has made significant strides in terms of expanding its GTR footprint. Its chewing gum is now available in a number of key airports and global travel hubs, via partnerships with leading travel retail operators such as Dufry, Gebr. Heinemann, Tallink Group, Viking Line, WHSmith and 7-Eleven.

Domestically, the brand retails in over 40 different countries.

Highlighting sustainability and core values

Sustainability is at the heart of True Gum’s business model. Its gum is biodegradable, made with natural ingredients, and available in a range of different flavours.

True Gum.

True Gum’s plant-based mint pastilles are free from sugar, feature natural flavours, and are wrapped in sustainable packaging.

“We believe that our commitment to sustainability and our innovative approach to gum-making gives us a competitive edge in the DF&TR market, where travellers are increasingly looking for sustainable and eco-friendly alternatives to traditional chewing gum,” Ebdrup explained.

“As consumers become more environmentally conscious, they’re seeking out sustainable products, and are willing to pay a premium for products that align with their values.

“That’s an enormous opportunity for brands and operators alike, and together with our partners, we plan to capitalise on this trend by continuing to promote our sustainable and eco-friendly credentials, and by developing new product lines that meet the changing needs of consumers.”

True Gum.

True Gum only uses natural flavours from plants.

As the travel retail channel continues to recover from the impact of the pandemic, True Gum sees plenty of potential for growth.

The brand is fine-tuning its strategy to differentiate itself from other gum brands in the market. It’s also investing in marketing and promotional activities to raise more awareness among travellers.

“We chose to collaborate with Blueprint because of their extensive experience in the travel retail industry and their commitment to sustainability,” Ebdrup noted.

“Blueprint shares our values and is dedicated to helping brands like ours to grow in a sustainable and ethical way.”

He says the company has been “instrumental” in supporting its DF&TR business by providing “valuable insights and guidance on market trends, identifying new distribution opportunities, and connecting us with key travel retail operators globally who share our commitment to sustainability”.

“Their expertise and support have been invaluable in helping us to grow our presence in this important market while staying true to our values,” he added.

READ MORE: Blueprint reveals strategy for helping clients get a big break in the TR industry


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