MORRISONS customers in Cowdenbeath will be able to get their hands on plastic-free chewing gum this week.

Nuud Chewing Gum is hitting the shelves with the promise that the "planet friendly freshener" will be a healthy alternative and won't be stuck to our pavements as unsightly litter for years on end.

The founder, Keir Carnie, pitched his plant-based product, which is also biodegradable and free from plastic and sugar, to Morrisons as part of its Growing British Brands programme.

Darren Smith, senior sourcing and local ranging manager at the supermarket, said: “We think Keir has a fantastic product that is just what our customers are looking for.

"Reducing plastics is consistently highlighted as one of the top issues our customers care about and as a business we want to identify and work with sustainable brands of the future.

"Keir was the perfect candidate for our Growing British Brands programme and we’re excited that Nuud is the first brand to launch as part of it.

"We look forward to helping Keir scale up his business.”

The packaging for the spearmint Nuud Chewing Gum is made from cardboard and fully-recyclable at home. The gum is available in all Morrisons stores for £1.50 per pack.

Unlike regular chewing gums, Nuud is 100 per cent plastic free and biodegradable, breaking down just like a banana skin. It can also be composted.

Keir had previously appeared on BBC Two show Dragon’s Den but failed to secure investment as the Dragons felt the big-brand competitors had too tight a grip on the market.

Morrisons disagreed and were won over by Nuud’s sustainability credentials and his desire to solve the problem of hidden plastics in regular chewing gum as well as the litter problems and environmental issues it can cause.

Keir said: “We're incredibly proud that Nuud is the first brand launching on the Growing British Brands programme.

"Our innovative plastic free, plant based chewing gum is perfect for those seeking a natural and planet friendly freshener.

"The Morrisons team has been so supportive in planning for this partnership and we're really pleased to join them on the mission to offer healthy and sustainable alternatives to Morrisons customers.”

The programme aims to support entrepreneurs in developing their businesses by offering them mentorship, business advice and, ultimately, a space on shelves nationwide.

Morrisons is continuing to look for more exciting brands to join its Growing British Brands programme. Entrepreneurs and businesses can apply at: https://www.morrisons-corporate.com/suppliers/supplying-morrisons/