Lever , affiliate of Anglo-Dutch Unilever , made its debut in the Chilean chewing gum market as of January 2001. Lever has introduced dental hygiene gum (sugar free with dental hygiene ingredients), which it is importing from Europe. The total value of chewing gum sales in Chile is estimated to be US$60m per year. Sugar free gum now represents 50% of all gum sales in Chile. According to Lever management there is a global trend toward the use of this type of gum to complement traditional dental hygiene products.