A Viral Gum Brand's Counterfeit Problem Shows What Food Fraud Looks Like Now

A viral, transparently sourced gum brand called Underbrush, which gained popularity through TikTok, is now facing widespread counterfeiting with over 800 fake versions sold online, often with misleading packaging and false ingredient claims, illustrating how modern food fraud exploits e-commerce and erodes consumer trust. The counterfeit products, largely originating from manufacturers in China, mimic the brand's natural image but contain unknown ingredients. Unlike traditional food fraud hidden in supply chains, these fakes reach consumers directly through online platforms. This shift highlights how quickly counterfeiters can capitalize on trusted brands in an era of declining institutional confidence.