Morrisons has announced the release of its first plastic-free chewing gum, Nuud, after founder Keir Carnie failed to secure investment from BBC Two show Dragon’s Den.
According to the Big 4 grocer, the launch is part of its Growing British Brands programme, which aims to support entrepreneurs and provide growth and a platform for promising new products.
The supermarket said that it was “won over” by Nuud’s sustainability and Carnie’s commitment to solving the problem of plastics hidden in mainstream chewing gum brands.
The gum is reportedly plant-based, sugar-free and biodegradable, with the packaging made from fully recyclable cardboard.
The product is currently available at Morrisons for £1.50 per pack.
“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,” Morrisons senior sourcing and local ranging manager Darren Smith said.
“Keir was the perfect candidate for our Growing British Brands programme and we’re excited that Nuud is the first brand to launch as part of it.”
Carnie added: “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.”