PUR Gum heavily emphasizes its use of the natural sweetener xylitol, which is derived from non-GMO corn fibers, rather than a chemical sweetener, and that has given it a sweet spot in the market.
"PUR Gum has been growing at about 200-300 percent per year in sales since our start in 2010," spokeswoman Reanna Mardinger said. "We believe that the largest growth opportunities are still forthcoming."
On Walmart.com a 12 count of 9-piece packs of PUR peppermint gum is $15.84 (11 cents a piece).
Read More Lindt to buy Russell Stover for 'more than $1B'
CEO Jay Klein said PUR is trying to convert "curiosity into consumption" by embarking on a campaign of getting samples into the hands of new and potential customers.
"We're very cognizant of all the line extension opportunities in terms of consumer demand and where to drive the market," he said. "We've had great experience growing, and will continue pushing those numbers."
But while natural gum companies are growing in response to consumer preference shifts, obstacles remain when it comes to further expansion.
Read MoreMarijuana edibles burgeoning into an industry
Schimberg said there's stiff competition for prime space in supermarkets.
"We feel that more and more consumers are looking for natural confectionary and natural snacks, but it's tricky when contracts (with supermarkets) have been made and fees are so high and essentially controlled by contracts with big companies," she said.
And prime space for impulse buying—at the register—may not be so prime anymore since shoppers now have diversions with their smartphones, she said.
—By Bo McMillan, special to CNBC.com
CORRECTION: This story has been updated to reflect that PUR Gum's xylitol is derived from non-GMO corn fibers.