UK-based chewing gum brand Milliways has introduced an improved recipe for its chewing gum product range, alongside a smaller and more sustainable packaging design.

The announcement was shared by Milliways via a LinkedIn post.

The company said that its new recipe will offer intensified flavours and an improved chewing experience to customers across its range, which includes Bubblemint Mighty Mint, Peppermint, and Watermelon flavours.

Alongside the recipe change, the newly launched packaging comes with a pop-open and click-to-close feature.

According to a report by Industrial News, Milliways has introduced the new pocket-friendly packaging design based on feedback from its customers.

Milliways’ new ergonomic chewing gum boxes are completely recyclable and biodegradable, the same as before the update.

The latest move to introduce more sustainable packaging is in line with Milliways’ commitment to minimise the consumption of single-use plastic and reduce waste across its business.

Industrial News quoted Milliways founder and CEO Tom Raviv as saying: “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.

“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.”

Milliways is a plastic-free, plant-based chewing gum brand established in 2021.

Earlier this year, the company completed a £3m investment round.

Leveraging this funding, Milliways has been working to improve its product innovation to expand the limits of achieving more with only seven plant-based ingredients, compared to typically 30 ingredients found in traditional plastic-based gum.