the  gum

Grocery shopping on an empty stomach leads to overbuying. All food we take home and don’t need often ends up in the bin. As part of Hellmann’s mission to end food waste, we wanted to raise awareness about overbuying and tackle the problem at its root. So we developed a chewing gum containing natural hunger-suppressing ingredients, available right before the entrance of major supermarkets, allowing shoppers to complete their grocery shopping without rumbling stomachs.