LOTTE Wellfood said on the 26th that it will unveil a new brand campaign for its flagship health functional gum, "Lotte Xylitol."
Lotte Xylitol, which has been improved over 25 years since its 2000 launch, is a national gum brand that has posted cumulative sales of 2.44 trillion won (2024 estimate). It holds more than 85% share of the domestic xylitol gum market. Annual sales are about 75 billion won. Using 100% Finnish xylitol, it also received functional food labeling certification from the Ministry of Food and Drug Safety.
The campaign introduced by LOTTE Wellfood expands the Smart Habit activity, which stresses a "daily chewing habit like brushing," and proposes a tooth care routine for the whole family. Smart Habit is a dental health campaign that began in Finland and is a global health project that encourages xylitol intake in daily life.
Beyond preventing cavities, the health benefits of "mastication (chewing)" are also drawing attention. Chewing stimulates salivary gland secretion to relieve dry mouth, increases muscle use to boost saliva volume, and helps suppress bacterial growth.
LOTTE Wellfood is also expanding the campaign overseas. Last year it ran an online dental health class, "Global School," for elementary school students in four countries—Korea, Japan, Vietnam and Finland—to share Finnish tooth care habits. In Korea, since 2022, professionals such as dental hygienists have visited kindergartens and elementary schools to provide tooth care education and operate a xylitol meal program.
This year, about 15,000 students at 120 schools and kindergartens in Seoul and Incheon received education on proper tooth habits. This month, it also signed a "children's oral health mutual cooperation memorandum of understanding (MOU)" with the Incheon Metropolitan City Office of Education and the Cavity Prevention Research Association.
In addition, LOTTE Wellfood operated a "Xylitol" pop-up store (temporary shop) in Seongsu-dong, Seoul, with the Korean Dental Association. As the brand's first pop-up, it featured an outdoor lounge decorated with birch and experiential content.
A LOTTE Wellfood official said, "It is a campaign that helps steady xylitol intake in daily life," adding, "We will continue activities to spread habits that help dental health."