What is "fit's"

Fit's is a Japanese brand of gum produced by Lotte Group. It contains twelve units of gum in each pack (box). It contains sugar alcohols Maltitol, Mannitol, Erythritol and also Isomaltulose.

The product was actively marketed on TV with several commercials with Nozomi Sasaki, selling over 40 million in its first 5 months in the Japanese gum market where 4 million-per-year is considered large success.