We’re always on the lookout for new brands that are trying to make a big difference and we’ve just discovered one we love (well Toby discovered it ages ago… but the rest of us have only just caught up) – Peppersmith.
Much like the guys over at Method, Peppersmith took a look at a very stale category that nobody had really taken much notice of (confectionery) and turned it on its head.
Apparently – and this is gross- we swallow 70% of the gum that we chew. Given that pretty much all the current gums on the market are made from ingredients that I can’t even pronounce – like polyisobutylene, which is also used to make the inside of basketballs- for the growing group of people who really care about what they’re putting in their bodies there isn’t really an alternative. As the founders- Dan and Mike- phrased it for the Evening Standard: ‘Gum still exists in the world of sunny D. If I don’t want to have aspartame and weird chemicals in my dinner, then I don’t see why I should accept them in my gum’. Determined to take on the two market giants, who between them own 90% of the UK market, these little guys are on a very big mission: to clean up the image of gum and confectionery.
For a start Peppersmith products are actually (genuinely) good for your teeth. They’re made with a naturally derived ingredient called xylitol (which apparently may be the biggest advancement in dental care since fluoride) instead of cane sugar. This means that they actually help protect your teeth from cavities and are even approved by the British Dental Health Foundation.
But they haven’t got all technical and ‘healthcare’ on us. From their natural (and sustainable) ingredients, to their humorous design, and small – but significant- gestures (they provide you with paper to wrap your used gum in before you throw it away and focus on distributing directly to high-end places that have never traditionally stocked gum) Peppersmith have created a different gum experience and started a very different conversation.
A great case study for anyone looking to think, and act, like a Healthy Challenger.