In 2016, Peter Juul Regnersgaard and his co-founders realized that most gum is made with a plastic core. This launched a hobby project, which turned into a business to see if a plastic-free gum could be made. It took the founders 472 prototypes until they finally perfected the recipe in their home kitchens and launched True Gum, which is now sold all across Europe. In this episode, Peter shares the company’s startup story from going up against industry conglomerates to building a brand and setting up a factory with no prior startup or food production experience. This is a story you won’t want to miss! 2:30 Why gum is an environmental problem  17:50 Why True Gum set up their own factory 39:00 Finding product-market fit 37:20 Sourcing and making plastic-free gum For more conversations, join our community on Instagram or check out other episodes on www.nordicfoodtech.io. Your host, Analisa Winther, always appreciates hearing your feedback, thoughts, and key takeaways!