True Gum introduces dates collection to travel retail in partnership with Blueprint

True Gum aims to shake up the candy category with a new flavourful range of healthy snacks

Eco-friendly Copenhagen confectionery brand True Gum, distributed by Blueprint in travel retail, has expanded its offer with a healthy alternative called True Dates.

True Gum is intent on disrupting the healthy confectionery category by eyeing the snacking segment with these coated dates.

True Dates combines the natural sweetness of the fruit with the brand’s signature flavours including Sweet Peach, Sour Cola, Creamy Peanut Butter and Cookie Dough.

True Gum Co-Founder Morten Ebdrup said: “In essence, it’s a cleaner and natural candy alternative, delivering the best of both worlds. The product meets consumers’ desire for healthy yet delicious options, and the feedback from both consumers and domestic retailers has been overwhelmingly positive.”

The new snack also matches the increasing demand for healthier alternatives to candy in travel retail. Blueprint, the brand’s travel retail partner since 2020, said the product is a great fit for the channel. Both companies have extended their partnership for another two years.

Blueprint Partner Karl Walter said: “We successfully sampled True Dates with a wide range of stakeholders during the TFWA Exhibition & Conference in Singapore who welcome new, interesting and healthy ideas in the snacking arena. True Dates fits the bill nicely and is a breath of fresh air in a category that deserves more healthier options.”

Walter continued: “We believe the airport, airline, cruise and ferry channels will be a strong match for True Dates where snacking is growing. We are full speed ahead on implementing go-to-market strategy in close collaboration with True Gum team.

“Together we have in just a few years developed strong international brand recognition for True Gum’s plastic-free, vegan products in close partnership with Avolta, Gebr. Heinemann and Aer Rianta International. True Dates will take that recognition to a new level.”

Getting the health message out

True Gum was founded from a kitchen table in 2018 by Morten Ebdrup, Peter Regnersgaard, Zabrina Ziegler and Jacob Motzfeldt, who discovered the potential to develop plastic-free gums.

(From leftt) True Gum Co-Founders Jacob Motzfeldt, Peter Regnersgaard, Zabrina Ziegler and Morten Ebdrup

The brand is present in 30,000 retail stores throughout Europe, led by four product categories totalling 27 SKUs.

The company considers travel retail as the right channel to spread its message to consumers around the world.

Ebdrup added: “When we first discovered that conventional chewing gum was made from plastic and synthetic ingredients, we founded True Gum with a mission to change the gum business for good. We believe True Dates will give us the same opportunity to get a similar message out in the confectionery and snacking sectors.

“This is a healthy candy product for the 21st century containing nutritious ingredients, high fibre, and is naturally sweet with no added sugar. Our trials and research show that it appeals to large swathes of consumer groups underlined by the company’s biggest order to date: a 700 pallet order for True Dates totalling more than 1 million units by a leading European retailer.

“We have recently extended our agreement with Blueprint for another two years because we can’t think of a better business development team to help us grow our travel retail footprint. Blueprint’s industry expertise, strategic ‘out of the box’ thinking paired with an appetite for results continue to be a solid match with True Gum.” ✈