Elite's MUST Brand Launches Sugar-Free Gum Enriched With Vitamins

Elite's MUST brand, part of Strauss, is expanding its product line with the introduction of MUST+, its first-ever series of sugar-free chewing gum fortified with vitamins. The new line features two fruit flavors, cherry and citrus, offering a novel take on the brand's familiar gum products. Each serving of two pieces of MUST+ gum provides between 15% and 25% of the recommended daily intake for vitamins B6, B12, and C. The gum is vegan, gluten-free, and kosher pareve, with production supervised by Badatz Igud HaRabbonim and approved by the Chief Rabbinate of Israel. This launch follows recent expansions by MUST, including new hard candies and the reintroduction of soft jelly candies. Last month, MUST launched filled lemon hard candies and coffee-flavored milk butter candies. The lemon candies, joining cherry and orange flavors, are gluten-free, vegan, and kosher pareve. The coffee butter candies, available in dairy kosher packaging, are a new addition to the caramel butter candy line launched in late 2025. Also last month, Elite brought back its improved recipe soft jelly candies in pineapple, apple, strawberry, and grape flavors, featuring emoji shapes and familiar blessings. These are sold in 500-gram packages, are vegan, gluten-free, sugar-free, and kosher pareve. In July, Elite also briefly reintroduced its Toffees wafers coated in chocolate cream, in a new package with four smaller inner packs. The introduction of MUST+ signifies an expansion into the chewing gum category for the brand.