BenBits fights back in battle against international chewing gum giants

In early September, one of the world's largest chewing gum manufacturers, Perfetti van Melle Benelux BV (Mentos), attempted to take action against the BenBits brand by filing a complaint with the Advertising Code Committee (RCC). BenBits is accused of wrongfully using the claim 'made from natural gum'. To clarify the situation, BenBits felt compelled to file a counterclaim. BenBits is demanding that the RCC require Mentos to clearly state on its packaging that Mentos chewing gum contains plastic. Pending a ruling on Perfetti's earlier complaint, which will take place in about two weeks after a postponement, BenBits believes that consumers should be honestly informed about the plastic in 99% of all chewing gum. BenBits believes that consumers are being misled because chewing gum brands do not communicate honestly about the plastics they have been using in their chewing gum for decades. As evidenced by the many lawsuits filed by large multinationals in several countries, they are trying to block the market for small parties such as BenBits, which strive for transparency for consumers. For more information, see: www.benbits.com

Plastics in conventional chewing gum

According to BenBits, the claim "gum" and "gum base" in the nutritional information table for Mentos chewing gum is misleading. This gum appears to be anything but a natural ingredient. BenBits cites a study by Schuttelaar (commissioned by the Dutch House of Representatives) which states: "This is misleading for the user. 'Gum' or 'gum base' evokes an association with natural ingredients, which in this case is incorrect." The gum base in conventional chewing gum contains synthetic plastic. Consumers should be informed that this chewing gum does not contain gum, but plastic. This is also in line with the rules recently set by the European Commission for products containing plastic. Since July 3, 2021, a large number of products must state that they contain plastic.

Milan Dontje, director of BenBits: "We're not really into complaints and lawsuits; we prefer to make good chewing gum, but in this case, we have no choice but to tell our story. Given the litter and plastic problem, hidden plastic in consumer products is no longer acceptable. After cigarette butts, chewing gum is the biggest cause of litter: every year, around 1.5 million pieces of chewing gum are thrown on the street in the Netherlands. The plastic gum base of conventional chewing gum does not break down and remains in the environment for at least 25 years. This is partly because people have no idea what chewing gum is made of. We hear this ourselves every day when we talk to consumers. People do not realize that conventional chewing gum contains plastic and that their behavior unknowingly contributes to the plastic problem. Other common products that are harmful to consumers, such as cigarettes, also have a "plastic inside logo" on their packaging. We believe that such a logo should also be displayed on conventional chewing gum.

Consumer concerns

Consumers worldwide are very concerned about plastic pollution. 70% of Dutch consumers cite plastic as one of their main concerns.Plastic does not decompose in the environment, but breaks down into smaller and smaller pieces, known as microplastics and nanoplastics. This includes plastics added by manufacturers to cosmetics, toothpaste, chewing gum, and paint. These microplastics and nanoplastics easily end up in the environment and penetrate soil and drinking water. In addition to environmental concerns, in recent decades there has also been growing concern that these micro- and nanoplastics end up in the human body when chewing gum is consumed and that consumers ingest plastics without knowing it.

Decision by the Advertising Code Committee

In response to an earlier complaint filed by global confectionery manufacturer Perfetti against BenBits, the Advertising Code Committee has indicated that it needs more time to reach a decision. According to Perfetti, manufacturer of Mentos chewing gum, among other products, BenBits chewing gum is "not prepared on the basis of a natural gum base" and should therefore not be labeled as "natural." The Advertising Code Committee is expected to rule on the matter in two weeks.

About BenBits

BenBits, the first brand to launch sugar-free chewing gum in the Netherlands in the 1970s, is now introducing the new generation of chewing gum: plastic-free and sustainable, with only ingredients of natural origin. BenBits plant-based chewing gum is vegan, has a natural gum base, contains no colorants (such as E171), and is sugar-free. BenBits has plastic-free packaging made from recyclable and compostable paper and supports the Plastic Soup Foundation in its mission to reduce plastics and microplastics in nature. It also calls on consumers to support the 'Join the Gum Revolution' petition. For more information, visit www.benbits.com.