What Makes Us PUR
Promotes Oral Health
Naturally sweetened with 100% xylitol — recommended by dentists to reduce plaque build-up and wash away bacteria.
Made for Everyone to Enjoy
Vegan, gluten free, soy free, nut and peanut-free.
Swiss Made & Non-GMO
High quality ingredients sourced from Europe.
Xylitol is one of the lowest sweeteners on the glycemic index.
A healthy lifestyle begins with making healthier choices, like removing artificial sweeteners and flavors from your everyday products!
Made For Everyone
Made For Everyone
With a growing number of health-conscious consumers and dietary restrictions, we ensure anything PUR is made just for you. No one should feel left out!
We believe in providing the highest quality products and the best level of service for our consumers, partners, family and friends!
Once Upon a Time
There once was a little boy with big dreams! Selling candy out of his backpack sparked an early entrepreneurial spirit that would soon become a global business putting smiles on people’s faces all over the world. As he grew up, he heard about disheartened friends and peers speak of chemical sweeteners in their everyday chewing gum, and noticed smiles began to fade. He knew it was time to give people a gum they could feel comfort in chewing, a gum they could call PUR!
Founded in 2010, PUR was built on the founding principle of making simple substitutions to promote a healthier lifestyle, at fair prices and without compromising taste or quality! With a growing number of dietary restrictions and health-conscious consumers, our small yet passionate team set out to create products that everyone could safely consume, enjoy and share! With a great product and a focus on customer service, we went door-to door, “running for mayor”, to spread the word about kicking aspartame with PUR Gum. Thanks to the humbling feedback from our consumers, we launched PUR Mints in 2015, and to this day continue to Kick Aspartame® all over the world.
We believe that everyone should be able to enjoy our products, worry-free, no matter what your dietary restrictions may be. Each day, we continue to listen and understand the needs of our consumers, friends and family and strive to provide them with amazing products as we continue to grow all over the world.
After all, we can’t spell PUR without U!
We will continue to innovate and create products that follow our mission to make simple substitutions so that your everyday decisions to live a healthier lifestyle are effortless.
Kids love gum. But as parents, it’s hard to love all those hard-to-pronounce ingredients. PUR is free from fillers like aspartame and GMO’s, and it even gets the thumbs-up from dentists, thanks to its all-natural sweetener, Xylitol, which prevents bacteria from sticking to teeth.
Health & Happiness | March 2014
While mainstream chewing gum products may be losing their grasp on consumers, some niche markets are booming. Toronto-based PUR Gum, which makes gum with a natural non-sugar sweetener and no chemicals, has seen tremendous growth in [their] category.
Business | February 2015
Chewing gum losing grip on North American market
The North American chewing gum market is stagnating, but it’s not a phenomenon that extends to the rest of the world.
The moribund state of the chewing gum market was underlined this week when Wrigley Canada, one of the two major gum makers in the country, announced plans to close its Toronto manufacturing plant next year. A decline in sales has forced the company to reorganize its operations, and production will be shifted to a Georgia plant, said Wrigley, a subsidiary of Mars Inc.
Chewing gum sales in Canada declined by 2 per cent for the third year in a row in 2014, according to Euromonitor International Ltd., a London-based market research firm that closely follows the chewing gum market.
It also projects that gum sales will continue dropping in this country at about 1 per cent a year for the next half decade. About $500-million worth of gum is sold annually in Canada.
In the United States, the decline is even sharper. Gum sales fell by about 2 per cent in 2014 to $3.5-billion (U.S.), Euromonitor said. And gum sales are expected to drop another 11 per cent over the next five years.
What’s the cause? Euromonitor has many theories, ranging from a shift to “power mint” breath fresheners, growing concern over disposal of used gum and the wide range of alternatives for young people to spend their money on. Others suggest the decline in smoking might be a factor, since fewer people are using gum to try to cover up smoker’s breath.
Euromonitor senior analyst Jared Koerten said the issue is mainly demographic. “That millennial generation hasn’t really picked up gum as much as previous generations.” They see it as unprofessional to chew gum in the workplace, he said, and over all, “their general snacking habits are very different.”
The one subsegment that is a bit stronger than the overall category is sugar-free gum, which is expected to show modest growth in both Canada and the United States over the next few years.
However, the North American slide in gum sales is not being duplicated in many other parts of the world, especially in developing countries. The worldwide chewing gum market grew by about 20 per cent between 2009 and 2014, the Euromonitor figures show, reaching about $24.7-billion last year. And it is projected to grow another 32 per cent to $32.5-billion over the next five years.
In China, the gum market grew 10 per cent between 2013 and 2014 alone, and is expected to continue to expand by 6 per cent a year for the next five years. Brazil, Russia and Mexico are also showing solid growth.
The opposing trends in gum consumption in North America versus developing markets is likely owing to cultural differences, said Darren Dahl, a marketing professor at the University of British Columbia’s Sauder School of Business. Gum is a very mature product in the United States and Canada, he said. Elsewhere, “it is gaining momentum culturally,” he said. For consumers in those countries, it has appeal because it is seen as “North American and different.”
It is a classic situation where a product is in a different part of its life cycle in different parts of the world, Prof. Dahl said. “Life cycles vary across geographic regions. … The life cycle here is in its maturity stage, while in other geographic markets, it is in much more of a growth stage.”
In Canada and the United States, gum used to be ubiquitous and part of everyday life, but that is slowly changing, he noted. “When I was young, we lived on that stuff,” while now the “social norm” is shifting – not dramatically, but enough for the market in North America to be stagnating, he said.
While mainstream chewing gum products may be losing their grasp on consumers, some niche markets are booming. Toronto-based Pur Gum, which makes gum with a natural non-sugar sweetener and no chemicals, has seen “tremendous growth in our category,” founder Jay Klein said. The product, which is vegan as well as nut- and gluten-free, is particularly appealing to consumers who want to avoid chemical sweeteners, or people who have dietary sensitivities, he said.
Specialty gums are expanding quickly because they are starting from a small base, Mr. Klein said, even if the overall gum market is stagnating. A big gum promoter, he insists that chewing gum “increases focus, stimulates the mind, and it is good for the mouth in terms of oral care benefits.”
Pur had a big breakthrough a year ago when it managed to get giant food retailer Loblaw Cos. Ltd. to carry the product. Mr. Klein said specialty and health foods – including his gum – are the only categories generating any significant growth in the grocery market.
Euromonitor’s Mr. Koerten said some niche products in the gum market will do very well “if they can hit on a consumer trend and innovate a bit.”
How to eat clean while on vacation. PUR has a campaign that caught my attention called "Kick Aspartame." It's simple, make decisions on snacks, food and drinks that are naturally sweetened. It's important that we make smart small decisions when it comes to what we put in our body. Remove artificial when you can...Nothing is too small, not even your choice in gum!
Travel | June 2014
PUR has become the leading chewing gum in the health food market worldwide. [Founder, Jay Klein] saw a significant expansion in consumers desire for functional foods… [He] decided to develop a gum without aspartame… [and] spent a year working with a manufacturer in Switzerland to develop a product that addressed a number of growing consumers with dietary sensitivities.
Business | December 2013
Pur gum shares it’s bite-sized growth strategy
For Jay Klein, chief executive and founder of Toronto-based PUR Gum, getting traction on a new idea didn’t happen right out of the gate. Before founding this newest venture in 2010, he learned that big sales numbers don’t necessarily translate into success if the infrastructure isn’t in place to support growth. With PUR Gum, he says he is taking the lessons learned from his earlier ventures to build a growth strategy that’s sensible, sustainable and doesn’t get ahead of itself. PUR has become the leading chewing gum in the health food market worldwide and the company is set to hit $10-million in revenue for 2013. Following is an edited version of his take on how it happened.
Q How did all this get started?
A In 2007, I started an advertising and marketing firm out of university. I didn’t want to go to law school so I made a deal with my mom that I could have one year to make it on my own or agree to go back to study law. As my marketing company grew, I saw a significant expansion in consumers desire for functional foods, like protein and granola bars. So I set an internal challenge to see if we could develop a fictitious product and figure out how we would develop it on the marketing side.
Q Why chewing gum?
A We looked at it as an opportunity to create a new reason for consumers to chew gum. We were strong in branding, sales and marketing, so the product was successful from the beginning. The brand was called Bonus and contained super ingredients such as green tea and cranberry extracts and other energy ingredients. We were able to sell into mainstream retailers, big grocery chains, Walmart and gas stations.
Q What happened?
AThe branding of the product looked good. Retailers liked it. But we didn’t understand how the logistics side worked. I didn’t know about forecasting and inventory management, so we kept buying product to accommodate what we thought other people’s forecasts were. That led to being over-inventoried. It was a really steep ride up and a quick fizzle — and a very expensive learning experience. I was in over my head and had to walk away from the table.
Q What was your next step after you ended that project?
A We decided to develop a gum without aspartame. But the question was, how could we do it in a way that it tasted good and was high quality? So we spent a year working with a manufacturer in Switzerland to develop a product that addressed the growing number of consumers with dietary sensitivities. It had to be free of allergend, gluten-, nut, soy and dairy, and be vegan. We introduced PUR Gum in 2010. We managed by using shared resources from our other business.
Q What changed this time around?
AWe started small. We went from store to store with sales of $50 to $100 at a time and made sure store owners, staff and customers understood what our product was all about. We didn’t force minimum quantities. We were simply focused on traction and building loyalty. Lowering those barriers gave us an edge and we ended up establishing a repetitive ordering pattern. By the end of the first month [May] we had 33 local health food store customers as a base. By the end of July we were in 174 stores in Southern Ontario.
Q How did you get to $10-million in sales?
AEven though we saw pretty good growth in the first summer, they weren’t big numbers. But we were able to establish proof of concept and distribution. By the end of the year we had 600 accounts in the specialty retail market. We stayed focused on sticking to the basics we started with and expanded across the country. In 2011, we introduced product into the U.S. through trade shows and other events. By then we had the sales data to show them. We used the same strategy — going to the little stores in the urban areas one at a time. That was when we put the foot on the gas. We had a couple of thousand stores by the end of the year and hired new people; and doubled again in 2012. Now, we are in 10,000 stores in 20 countries, and a pretty significant distribution pipeline. We’re just starting to introduce ourselves to some larger retailers.
Q What do you feel are the keys to your growth success this time around?
AFirst, we created something unique in a market that was dominated by about four major players with global distribution. Also, we realized sales and distribution were more about consumer pull than pushing the product into the market. Big sales numbers are attractive, but they can be catastrophic if you don’t have the right infrastructure. I learned some hard lessons with the first go. Now as we move into Loblaws and Shoppers, we get it. The big thing is we really stuck to our plan. We disciplined ourselves to not chase the big things. There’s always that temptation. Everyone wants that $20,000 transaction rather than the $200 one. But we didn’t believe in forcing extra product on retailers. I’ve also learned how important it is to surround myself with a team of people with the right expertise.
Q What will you do going forward?
AWe will continue to let people know there is an alternative aspartame-free chewing gum. We will continue to hire great people that have the talent, vision and skill sets that can help us grow. And we will keep on pursuing slow, steady growth. That’s not always easy because patience is something I don’t possess personally. But I know that’s what makes it work. Now that we have a significant distribution pipeline, we are focusing on innovation so we can deliver other great products to retailers and customers. The big players have been spending 100 years doing what they do best and they do a great job of it. We just have to stay focused on what we do best.
Best Aspartame-free Chewing Gum: All flavors are vegan and made with non-genetically modified ingredients… We also love that PUR comes in a resealable pouch that you can stick in your desk drawer or messenger bag.
Expert Advice | November 2013
Founder & CEO, Jay Klein, faced the fire on CBC’s Dragons’ Den when he pitched PUR’s “Kick Aspartame” movement to a panel of 5 investors. Thanks to a delicious product with great branding, Klein landed the first million-dollar deal in the show’s 9 season history. “It was a tremendous compliment for our business and the health food industry” says Klein.
They're really good, mojito lime mints! I need to have more of these. I can feel the sun beating down! ... If you chew gum - chew this gum, if you eat mints - try these mints! The gum and the mints you may be buying right now sadly are full of artificial ingredients, like aspartame and sugar. With these, they're aspartame free, no sugar, diabetic gluten, friendly, dietary sensitives - these are made for you, non-GMO. Basically it boils down to this, everything inside PUR gum and PUR Mints, it's good stuff!
- Adam Freeman
PROFIT and Canadian Business ranked The PUR Company No. 10 overall on the 28th annual PROFIT 500 list, which recognizes Canadian businesses by their five-year revenue growth. “Companies become a part of the PROFIT 500 through innovative thinking, smart strategy and sheer grit,” says James Cowan, editor-in-chief of PROFIT and Canadian Business.
Candy Industry | September 2016
Reflecting on PUR’s success, Klein encourages others who want to follow the same path to “be motivated by creating something for the greater good, instead of being driven by a monetary milestone – that allows you to learn from your mistakes and take risks and also grow from passion."