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MASTIKA GUM

MASTIKA GUM is a luxury chewing gum brand known for its premium formulation made with premium mastic flavor. Recognized for its elegant packaging and long-lasting flavor, the brand has positioned itself as a high-end alternative in the global confectionery market. MASTIKA GUM is particularly popular in the Middle East and Gulf countries, where it is often used in VIP hospitality, gifting, and official protocols.

Overview

Brand Name: MASTIKA GUM
Product Type: Sugar-free Premium Chewing Gum
Introduced: c.2015
Tagline: “The World’s Most Expensive Gum”
Main Markets: GCC, Middle East, Select European and Global Retailers
Parent Company: THE MASTIKA GUM CO SARL
Website: mastika.store

Background and History

MASTIKA GUM was developed to revive and modernize the ancient tradition of chewing mastic resin—an aromatic sap harvested exclusively from the Pistacia lentiscus tree on the island of Chios, Greece. The brand combines this heritage ingredient with contemporary, sugar-free formulations and designer packaging.

Since its inception, MASTIKA GUM has aimed to bridge traditional wellness with modern luxury. It is one of the few brands globally to offer chewing gum with real Chios mastiha, and among even fewer to position it as a luxury lifestyle product.

Product Characteristics

MASTIKA GUM is distinguished by:

Premium mastic flavor, protected by PDO (Protected Designation of Origin)

Sugar-free and aspartame-free formulation

Long-lasting flavor and smooth chewing texture

Premium metal tins, often gold-accented and collectible

Each piece of gum is designed to offer a refined and functional chewing experience, valued for its digestive and antibacterial properties.

Editions and Packaging

MASTIKA is available in various collections:

Classic Mastic – the original signature flavor

Gold Edition – includes 22-carat edible gold, used for special occasions and royal gifting

Seasonal Tins – launched during Eid, Ramadan, weddings, and exclusive brand partnerships

The brand is known for its embossed tins, which reflect its premium identity and make it a favored item for gifting and hospitality.

Market Presence

MASTIKA GUM has a strong presence in:

Saudi Arabia, UAE, and Kuwait, particularly in luxury retail and Class A pharmacies

VIP and VVIP segments, including royal events, weddings, and high-profile gatherings

Luxury hotels and airline lounges, where it is often offered as a complimentary product

The brand has been listed as a top-selling item on Amazon Saudi Arabia, and is regularly featured in curated Ramadan and Eid gifting campaigns.

Marketing and Brand Positioning

MASTIKA GUM is marketed as a luxury wellness product, combining heritage, beauty, and exclusivity. Its marketing efforts include:

Influencer collaborations on TikTok and Instagram

User-generated content (UGC) campaigns showcasing unboxing and first impressions

Selective distribution to maintain price integrity and brand value

The brand communicates with customers in both English and Arabic, emphasizing its glamour, elegance, and authenticity.

Distribution and E-Commerce

In addition to retail sales, MASTIKA GUM is sold through:

The official website (with international shipping and installment options via Tabby)

Selected luxury retailers and pharmacies in the GCC

Private-label gifting partnerships and white-glove distribution channels

The brand is also exploring expansion into travel retail and boutique hotels in Europe and the Gulf.

Recognition and Reception

MASTIKA GUM is widely regarded as a pioneer in luxury functional gum, and the first brand to elevate chewing gum into the realm of lifestyle and wellness. It has received acclaim for:

Unique blend of beauty, utility, and flavor

Distinctive packaging that aligns with luxury beauty standards

Association with elite clientele and official state occasions