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Air France has launched its own in-flight chewing gum, so The Drum put it to the test

Air France has collaborated with BETC Paris to create its own line of French-tasting chewing gum, designed to aid passengers with ear pain caused by cabin pressure changes. As the gum is currently only available in France and in the air, The Drum took the crème brûlée and pistachio-macaron flavours for a taste test.

The magazine’s London office had a mixed reaction to the overtly French tastes of the gum, with assistant publisher Sam Scott commenting: “It does taste like pistachio, but whether that’s a good thing or not is up for debate.”

Air France’s ‘La Gomme à Mâcher’ is made in the brand’s home country and is available on flights from Paris Charles de Gaulle to Los Angeles (AF066), San Francisco (AF084) and Mexico City (AF178).

The gum will also be on offer at Air France lounges in the Parisian airport, online via the airline’s shopping e-tail boutique and at concept boutique Colette in Paris (which, incidentally, announced it will close in December yesterday).

The kitsch packaging is reminiscent of windows on a plane and features bright cartoons of crème brûlées and macarons.

A Snapchat lens has also been developed to celebrate Air France’s foray into mastication.

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Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

All by Katie