A campaign that seeks to recycle chewing gum so that it can be used in car tyres, toys and mobile phone covers has been initiated in Hereford.
The campaign has been started to encourage people to put their gum in special "Gumdrop" bins, which have also been made from the sticky stuff.
Under the six-month trial, the bins are being placed in various locations in the town, including a bus station and railway station, as well as nightclubs.
The Gumdrop is the brainchild of Anna Bullus from West Sussex, who came up with the idea while at university.
The 25-year-old revealed that she is confident that chewing gum can be recycled, and wants the first new items to be more bins.
After that, she hopes products like mobile phone covers, toys, car tyres and Wellington boots will be made.
Bullus, from gumdropbin.com, also reassured people, who may have health concerns, that the gum would be sterilised.
"If you drink tap water, it's recycled water. If you eat at a restaurant, you will eat with cutlery that has been used before, but it has been sterilized," Sky News quoted Bullus as saying.
Bullus admitted her plans for recycling chewing gum will take time, and "tons" of gum will be needed in the long-term.