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Nuud has emerged as challenger brand – a revolutionary eco-friendly, plant-based plastic-free alternative to chewing gum. It biodegrades like a banana skin and has an award winning fearless and fun brand design that has reshaped its identity.听

With 95% of UK streets stained by chewing gum, Nuud鈥檚 purpose was revolutionary but was struggling to communicate this unique proposition and stand out in retailers and reaching consumers.听听A brand re-design was launched in March 2021 to position the product with a more striking design, raising awareness that most chewing gum is a single-use plastic, while simultaneously communicating that it is an environmentally friendly alternative. It鈥檚 bold graphics and strapline educate on the pitfalls of ordinary gum and the unique selling point of Nuud.听

Following the rebrand, Nuud鈥檚 sales grew 900% year-on-year and in 2022 the equivalent of 3,750,000 plastic straws were saved from entering the environment by consumers purchasing the brand rather than regular gum. Nuud鈥檚 rebrand won a prestigious DBA Silver Design Award in 2023.

The success hasn’t just impacted sales but transformed the business, expanding the team and gaining external investment from Candy Kitten, recognising the brand’s commitment to environmental sustainability and popular appeal.

Seriously, who knew about this? It has all the hallmarks of a well-thought-out challenger strategy. The intention is to disrupt and create an element of category controversy. For those who remember the seminal work of Jack Trout & Al Ries 鈥楶ositioning: The Battle for the Mind鈥, this follows one of their 鈥榬ules鈥. They stressed that a great positioning should not just position your brand, but also re-position your competitors. Nuud does this by referencing a potential burning platform most of have never considered 鈥 plastic in chewing gum. The line: 鈥楥hew plants not plastics鈥 has echoes of the 鈥榝rom oats not cows鈥 school that Oatly used to great success. Nuud鈥檚 key challenge is to make sure its products meet the core category needs of taste, freshness and confidence and to stand out, hence the striking, distinctive packaging. Sustainability is important to many consumers but not all, and whilst it can act as a differentiator, it is not a fundamental reason to enter the category. Finally, as we always highlight, never underestimate the response of competing brand owners. If plant-based gum or plastic content become a defining issue… watch this space. Here you see the competitive process in action, with brands playing the leading role.