How did you come up with the idea to create the world’s most expensive gum?
I noticed that mastic was a popular taste throughout the MENA region and that most companies were considering mastic gum as a mass product. To keep prices competitive, these companies were minimizing their production costs as much as possible by offering low-quality products in cheap packaging. Nobody thought that there was a market segment ready to pay the price of a high-quality product presented in packaging so glamorous that it can be taken out of a handbag without embarrassment during a social gathering. That’s why I decided to create MASTIKA in 2015. It took us months to source the best ingredients, achieve the proper texture and create the proper packaging. The result is there; we are offering MASTIKA, a sugar and aspartame-free mastic gum with a natural flavor that lasts more than an hour. The response to this product was and still is very positive.
How were you able to successfully market MASTIKA to seven-star hotels and palaces?
From day one, we decided to focus only on high-end markets. We supply royal families across the GCC and are only available in select shops. We also sell online via Amazon and Noon.
Are you considering a special line of gum for the hospitality industry?
Our brand is available in the rooms and lobbies of a number of luxury hotels. These hotels can print their logo on the exterior shrink packaging. We grant the same benefits to airlines that offer MASTIKA to their first and business class passengers.
Do you have any plans to expand into Europe?
We are already working with Amazon UK and are looking into the possibility of a collaboration with Harrods.