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Want to avoid the bad ingredients in most chewing gum?

simply-gum-natural-chewing gum

You might reach for a piece (or several) after your SoulCycle workout or chew it mindlessly at work. But apparently there are a lot of bad-for-you ingredients in most chewing gum that you may not know you’re chomping en route to fresh breath.

Most gums contain artificial flavors, the artificial sweetener aspartame, and preservatives like butylated hydroxytoluene (BHT) that many European studies say you should really avoid. But Simply Gum, which launched in 2013 and continues to release new flavors, only uses six ingredients (all of which you can pronounce), including all-natural chicle, dried cane sugar juice, organic rice flour, and flavoring from natural sources.

“We are the first and only 100 percent natural chewing gum in the U.S.,” says CEO Caron Proschan. In other categories, like iced tea, say, “you have Honest versus Snapple, but with gum there has been no innovation in decades. You only have the mass ones at drugstores,” Proschan adds.

Simply Gum comes in mint, ginger, fennel licorice, cinnamon, coffee, and maple, and is sold at Whole Foods locations on the East Coast, Williams-Sonoma stores, and smaller grocers. Where customers won’t likely be looking for cloying pink-bubble, berry-explosion flavored gum anyway?

That said, it’s definitely a different chewing experience if you’re used to Trident. With no synthetic ingredients, it’s not as soft as a pliable stick of gum. So you might find yourself chewing more aggressively than usual. The shape is also comparable to a cranberry.

The packaging is very chic (and doesn’t scream “buy me, buy me” in neon tween-attracting colors), so it speaks to the over 16-year-old set—and probably her eating preferences, too. —Molly Gallagher

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