Before AmberGoo became what it is today, I was selling spruce gum through my Etsy store and wondering what people would think when a little package of Canadian tree pitch arrived at their door.
This was around 2019, when spruce gum was still unfamiliar to most of the people discovering it online.
Some customers were looking for natural chewing gum. Others remembered chewing spruce pitch as children. Some were interested in traditional foods and wild plants. A few probably clicked “order” without fully understanding what they were getting themselves into.
Then the reviews began arriving.
Those early reviews helped us understand what made real spruce gum special—and what customers needed to know before trying it.
Wild, Pungent and Straight From the Forest
One of the earliest descriptions that stayed with us came from Catherine:
"Wow, this is bracing stuff. Definitely not the sweet chewing gum I had in my city-kid days. The flavor is wild, pungent and persistent, just like the tree it comes from. It has a soul." -Catherine
That may still be one of the most accurate descriptions of spruce gum we have ever received.
It is not sweet, mild or carefully engineered to taste like fruit. It tastes resinous, woody, earthy and unmistakably like the tree it came from.
Jody described the flavour in a way that made us laugh—and immediately understand what she meant:
"Oh! I really like it! It tastes like cutting firewood in the fall. And! It's a good jaw workout once you chew it for a while. My son said "mom! You'll get a chiseled jawline!" Oh goodies! I always wanted that.... All kidding aside, I really love it. It's not sweet and it tastes like the forest! Which is my favourite!" - Jody
Cameron had another way of putting it:
"If you’re thinking about ordering the Spruce gum, don't hesitate! It's clearly made with love, and feels so good to chew. It's like having a tree in your mouth in the best of ways! I will definitely be getting more." -Cameron
Michael compared the flavour to Christmas:
"If you like Christmas in your mouth, than boy is this product for you! It’s definitely an acquired taste, but once your used to you’ll love it even more. Clean teeth and better breath. Definitely recommend 10/10." -Michael
Another customer said the flavour reminded them of being back in their own forest:
"Wow! This is the best chewing gum I’ve ever had! It tastes exactly like spruce resin smells, simply wonderful, natural and not sweet! Spruce Trees are my favorite trees and it reminds me of “my” forest even if I can’t be there. I will order from you again. Thank you Amberlin! " -S
Other customers described that spruce flavour more simply:
"Really lovely spruce taste, nicely packaged, excellent product." -Kate
"Tastes amazing, looking forward to continuing to chew on this." -Riley
These reviews helped us learn how to prepare new customers properly.
If you purchase AmberGoo expecting sweet peppermint gum, the first chew may be confusing. If you arrive expecting something earthy, resinous and wild, you are far more likely to appreciate it for what it is.
We do not want to disguise the flavour of the spruce pitch. We want people to experience it.
Memories, Traditions and the Old-Fashioned Chew
Not everyone was encountering spruce gum for the first time.
Some customers remembered parents, grandparents or childhood experiences connected to natural tree pitch.
Samuel was happy to find the real thing again:
"Finally a real spruce gum like in the old times!" -Samuel
Alissa’s father had told her about spruce gum from his childhood:
"My Dad always talked about this kind of gum his gramma made when he was a kid. It’s interesting and I like it…thanks for making it." -Alissa
For Kamil, trying it brought back his own memories:
"Really amazing product. Takes me to my childhood." -Kamil
Another customer expressed the same feeling in only a few words:
"Thank you ♡ we love this so much, like a memory." -P
Benedict connected spruce gum with his love of edible wild plants:
"My aunt gave me a tin of your Spruce Gum as a gift, and I absolutely love it! I love eating the edible wild plants God has given us, but had never considered chewing them ;) I am going to try to make my own, but if I can't get it right, I know where to turn!" -Benedict
Another customer seemed to think it was exactly right for life in the North:
"Perfect for Boreal wild men, thank you :)" -P
These reviews meant a great deal to us.
Spruce gum is not a new invention. People chewed natural tree resins long before modern chewing gum appeared in brightly coloured packages.
For some customers, finding spruce gum feels less like discovering a new product and more like recovering something that had almost been forgotten.
A Rare and Unusual Find
Many early customers had never seen anything quite like it.
Lara appreciated how difficult real spruce gum could be to find:
"This is hard to find elsewhere." Lara
She later described it as a rare item:
"This is a true gem. I'm so glad I was able to find this rare item. Spruce gum has a pleasant woody smell, and its texture is fun!" Lara
Daniel appreciated its natural simplicity:
"Doesn’t get more natural than this Spruce Gum." -Daniel
Stu described it simply:
"Unique gum, glad I got this." Stu
Ana was happy to find an alternative to conventional gum:
"Wonderfully free of toxins yay!" -Ana
Spruce gum is unusual because it is not trying to recreate a natural experience through added flavours. The gum itself is the tree pitch.
AmberGoo Spruce Gum contains one declared ingredient: 100% Canadian tree pitch, gathered primarily from black and red spruce, with possible traces of pine and tamarack.
There is no added sugar, sweetener, artificial flavour or conventional gum base.
Because it comes directly from nature, each batch can vary slightly in colour, flavour, bitterness and firmness. It may also contain traces of natural debris.
That natural variation is part of keeping the product simple.
The Firm Chew and Jaw Experience
Real spruce gum provides a much firmer chew than most conventional gums.
Janet had tried three different natural resin gums and preferred ours because of that firmness:
"This was my top pick of three natural resin type gums because it was tougher to chew therefore for a more effective jaw/facial muscles exercise." -Janet
Ashley shared how her family experienced it:
"We have purchased your wild spruce gum and it is really fun;) I’ve sent it home to my family and their first impression was really funny. They ended up really liking it! I used it for my son to work on his jaw development too when we were working on his speech:)" -Ashley
These are individual customer experiences, not clinical evidence that AmberGoo changes facial structure, improves speech or treats a jaw condition.
The gum is very firm, so it will not be appropriate for everyone. People with braces, dentures, weak or very few teeth, loose dental work, jaw problems or tree allergies should avoid it. Anyone uncertain about chewing a firm gum should speak with a dentist or another qualified professional.
The Shatter Is Part of the Experience
The first few seconds of chewing real spruce gum can be surprising.
Spruce pitch begins firm and brittle. When you first bite it, it may crack into many tiny pieces. With warmth, moisture and continued chewing, those fragments normally begin gathering into a cohesive gum.
Patrick gave us a wonderfully honest description of learning how to chew it:
"This family is very easy to deal with and produce is a very professional product. I ordered their gum because I wanted to try out some different traditional natural gardens. And I have to warn people that the first time I tried it the piece shattered in my mouth and my whole world for a good couple minutes became nothing but Pine. while not the gum experience, I was looking for I must say it was rather pleasant. But I learned from my mistake, and the next time I was much slower on my chewing of the gum, and it worked great. It’s really a wonderful gum. There’s not much else like it out there and it’s really well worth a try. Just don’t get this hard and buy your first experience. Try it again. the sample pack is perfect for that. And I ended up ordering a whole bunch more because no other gum is like this." -Patrick
Jade also described the transformation from a brittle piece of pitch into gum:
"I’m impressed, I still have it and I received it back in may, it really does last you long, even half a piece of gum is enough. When you first chew it it’s like a hallow piece of glass, it breaks into little shards and as you continue it turns into a wax consistency. It produces A LOT of bubbly saliva for me and cleans my teeth and mouth very well. It taste like pine wood to me. I enjoy it it’s very different. The only thing I forgot to mention is that is was so hard for me to open the container, it was packed securely and I don't know how to open the tin can correctly. Thank you to this family !" -Jade
This is why we encourage first-time customers not to panic or give up after the initial shatter.
Sometimes learning the technique is part of the wild experience.
How Spruce Gum Reacts to Temperature
Because spruce gum is genuine tree resin, temperature changes its texture.
Warmth and moisture while moving it causes it to get gummy. Cold makes it firmer and more brittle.
Gabriel discovered this while chewing outside during a Canadian winter:
"Very interesting, very nice. I like it! Chewed some while walking in -20 °C and I found it entertaining that I could make the piece re-harden, shatter, and turn back into gum over and over again if I wanted too because of the cold air outside vs my mouth’s body heat. Lol." - Gabriel
That review delighted us because it captures how different this product is from conventional chewing gum.
Spruce gum is responsive. It changes depending on the temperature of your mouth, the surrounding air and even what you are drinking.
A Long-Lasting Chew
Our earliest customers also helped us understand how differently people use spruce gum.
Some chew one piece continuously for hours. Others chew for shorter periods, save the piece and return to it later.
Roger appreciated how long his pieces lasted:
"The spruce gum is fantastic, got to France in only a couple weeks, all intact; very happy with how long it lasts as well. I'll definitely be getting some more. Thanks!" -Roger
Cadance made the same observation:
"Love the taste! Each piece lasts for a very long time." -Cadance
Another customer appreciated the flavour, texture and longevity:
"Very nice natural gum, came in convenient shapes/sizes unlike others I've tried. Has a light but pleasant bitterness and very long lasting flavor. Texture was consistent and not too hard. Definitely a new favorite sap of mine, will have to pick up some more soon!" -T
Jake, one of our Australian customers, described why he had been looking for an alternative to conventional gum:
"I stumbled across this spruce gum on etsy and I'm so glad I did! I was fed up with super sweet chews that only last a few minutes and wanted to do the right thing for the planet by switching to natural, biodegradable gum. I wasn't sure on the flavour at first, it's like comparing celery to a lollipop, but the flavour has grown on me and it is impressive how long the gum lasts. I get two days from one piece and just keep it in a piece of wax paper when I'm not chewing. Highly recommend this old fashioned gem! Thanks Amberlin and family :)" -Jake from Australia
One customer may chew a piece for several hours at once. Another may chew it for an hour, store it and return to it over several days, or even weeks.
Individual experiences vary depending on the piece, batch, chewing habits and personal preference.
A Clean and Fresh Mouth Experience
Some of our earliest customers mentioned how their mouths or teeth felt after chewing spruce gum.
Jer wrote:
"I really enjoy how clean the spruce gum leaves your teeth after chewing it for only a few minutes! Phenomenal stuff people!" - Jer
Michael also mentioned a clean-mouth experience in his review:
"If you like Christmas in your mouth, than boy is this product for you! It’s definitely an acquired taste, but once your used to you’ll love it even more. Clean teeth and better breath. Definitely recommend 10/10." -Michael
Jade described both increased saliva and a clean feeling:
"I’m impressed, I still have it and I received it back in may, it really does last you long, even half a piece of gum is enough. When you first chew it it’s like a hallow piece of glass, it breaks into little shards and as you continue it turns into a wax consistency. It produces A LOT of bubbly saliva for me and cleans my teeth and mouth very well. It taste like pine wood to me. I enjoy it it’s very different. The only thing I forgot to mention is that is was so hard for me to open the container, it was packed securely and I don't know how to open the tin can correctly. Thank you to this family !" -Jade
Of course, you still should brush and floss your teeth.
First Experiences and Simple Reactions
Not every review needs a long explanation.
Sometimes customers simply wanted to tell us that they tried something completely new and enjoyed it.
Garth wrote:
"My first experience with spruce gum. I like it!" -Garth
Gabriel was also trying pitch gum for the first time:
"First time having gum made with pitch its really good !!!" -Gabriel
Patrick offered a simple invitation:
"Great gum really worth a try!" -Patrick
These short reviews encouraged us because every new customer was helping reintroduce an old product to the modern world.
Quality, Packaging and Customer Service
The reviews were not only about the gum itself. Customers also noticed the care behind the product and their experience ordering it.
Linda wrote:
"Wonderful spruce gum, will be buying again! Seller is professional and pleasant. Be patient in receiving as it comes from Canada but worth the wait." -Linda
Another customer appreciated both the product and service:
"A fabulous, unique and great quality item. Outstanding customer service." -O
These reviews mattered deeply during those early years. Every package was personal, and every returning customer felt like a new friend.
To this day, every order of we ship out here at AmberGoo includes a handwritten thank you note, and we have no intention of stopping.
The Customers Who Came Back Again
Perhaps the most encouraging early reviews were the ones from returning customers.
Max was already placing a third order:
"Great, natural product! This is my third order, just can't get enough." -Max, USA
Jennifer had tried other resin-based gums before discovering ours:
"Excellent.. This is the third chewing gum I have tried like this and it is the best! I’ll be sticking with it and buying from this fabulous seller again. Thank you so much!" -Jennifer
Cameron was already planning another purchase:
"If you’re thinking about ordering the Spruce gum, don't hesitate! It's clearly made with love, and feels so good to chew. It's like having a tree in your mouth in the best of ways! I will definitely be getting more." -Cameron
Not everyone loves spruce gum—and we are very open about that.
The taste can be bitter. The chew is firm. The initial shatter can be alarming. Some people never become comfortable with it.
But the people who love it often really love it.
They are not looking for ordinary gum with a different label. They want the wild flavour, firm texture, simplicity and connection to something older.
What Those Early Reviews Taught Us
When I first began gathering these Etsy reviews in 2020, I did not know how much they would influence the way we explained spruce gum.
Our early customers gave us the language we still use today:
- It tastes like the forest.
- It may shatter before becoming gum.
- It responds to warmth and cold.
- It is not sweet.
- A small piece can last a long time.
- It can bring back childhood and family memories.
- It is genuinely different from conventional gum.
Those customers helped us understand that honesty was the best way to introduce this product.
We need to help people understand why it is different—and why that difference is worth experiencing.
Today, AmberGoo has grown far beyond that early Etsy shop, but the heart of what we do is still the same.
Gather something wild. Prepare it with love and care. Package it in a tin just like in the old days. Then we send it out into the world with a personal touch and wait to hear what people think.
And somehow, after all these years, the reviews can still surprise us.
If you are ready to experience this original chew for yourself, don't wait any longer! Get your tin of AmberGoo Spruce Gum.
Just remember: let it warm, chew gently and do not panic when the forest shatters in your mouth.
Thanks for sticking around ;-)
~Amberlin
Co-Founder, AmberGoo (The Blonde Sister)
The reviews included in this article were collected from Amberlin’s Etsy store beginning in approximately 2020. Every review has been reproduced in full and has not been edited. Reviewers are identified only by the names or initials publicly displayed with their original reviews. Individual experiences vary.