Mars has begun integrating traceable natural menthol sourced through its Shubh Mint programme into its European chewing gum supply chain, as the confectionery giant looks to build a more resilient and sustainable source of one of its key ingredients.
The company said the sustainably sourced natural menthol is now being introduced into its manufacturing operations in the UK and Poland, marking the commercial rollout of a programme launched nearly a decade ago to strengthen mint farming in India.
Natural menthol is a vital ingredient in many of Mars' chewing gum brands, but around 80 per cent of the world's supply originates from Uttar Pradesh in northern India, creating a highly concentrated supply chain vulnerable to climate change, falling yields and rising production costs.
While synthetic menthol is widely available across the industry, Mars said it chose to invest in improving natural mint production to secure long-term supply while supporting farming communities.
The Shubh Mint programme was launched in 2017 in partnership with implementation specialist Tanager. Initially developed as a pilot project, it focused on improving farming practices, increasing resilience to climate change and boosting incomes for mint growers.
Following research and demonstration trials with volunteer farmers, the initiative has expanded into a broader community programme incorporating climate-smart agriculture, farmer producer organisations and women's self-help groups.
According to Mars, the programme has now engaged more than 24,000 farmers, with participants more than doubling their income from mint cultivation.
The company added that over 8,500 women have received training in climate-smart agricultural practices, while more than 1,000 have established independent businesses, including retail shops, tailoring services and dairy enterprises. More than 4,500 women have also participated in self-help groups offering financial literacy and confidence-building support.
Climate-smart techniques such as improved plant spacing, better irrigation, intercropping and fertiliser management have also reduced mint production costs by 20 per cent while improving yields, Mars said.
Joseph Boulier, managing director of food systems at Tanager, said the programme had transformed the prospects of participating farming communities.
“Before the program started, many mint farming households were struggling to remain profitable. Through Mars' investment, farmers now have access to the knowledge, practices and inputs that have significantly improved their profitability. You can really see the difference in how the programme has impacted these mint farming communities,” he said.
Mars said the improvements have enabled it to establish a commercial supply chain capable of supplying natural menthol for its European chewing gum operations.
Meenal Bahirwani, sustainable sourcing lead at Mars Snacking, said the programme's social impact extended beyond agricultural improvements.
“The most meaningful impact of Shubh is seeing women who once identified themselves with a thumbprint now proudly signing their own names. That simple change reflects something far greater: confidence, agency and the belief that they can shape their own futures,” she said.
Building on the programme's progress, Mars plans to expand Shubh Mint into a “full farm” approach that applies climate-smart practices across multiple crops rather than mint alone. The aim is to help more farming households achieve a verified living income by diversifying income sources and reducing dependence on a single crop.
Sam de Frates, vice president of commercial and sustainability for Mars Snacking Europe and Central Eurasia, said the initiative demonstrated how sustainability investments could strengthen both communities and business performance.
“What began as a response to a single, vulnerable ingredient has become a long-term commitment and a replicable blueprint for transforming agricultural systems and empowering communities,” he said.
“The Mars Shubh Mint program shows how sustainability and business performance go hand in hand. By investing in livelihoods and reducing environmental impact, we can build a more resilient and efficient supply chain.”