Chewing gum launched to stop sweet cravings in their tracks

27 Jan 2022

Now, instead of reducing sugar intake by selecting food carefully, consumers can stop sugary treat cravings in their tracks with botanical-infused chewing gum from the Israeli start-up Sweet Victory. This new gum blocks sugar receptors on the tongue within two minutes, and its effect can last up to two hours, the company said in a statement.

Currently, Sweet Victory’s gum is commercially available in the countries of Panama, France and Israel. Sweet Victory noted that its gum will “shortly make its way to the USA,” and that it has intentions to roll its product out globally. Where the gum is available, it comes in several flavors: peppermint, lemon and ginger.

Chewing gum launched to stop sweet cravings in their tracks

The gum has a sweet flavor thanks to its formulation with the Indian botanical gymnema, (Gymnema sylvestre), which has molecules that are arranged similarly to glucose molecules. These fill taste bud receptor locations to prevent activation by the sugar molecules present in the food. As a result, sweet foods that normally trigger a sense of pleasure will taste bland or even sour, helping to curb sugar impulses, the company said.

High sugar intake has been linked to a variety of maladies, including tooth cavities, weight gain and diabetes. These findings are nothing new, nor is the fact that consumers have long expressed interest in reducing their sugar intake. However, it seems that now people are beginning to take action to actually reduce their overall consumption. According to a 2021 Innova Market Insights' Health and Nutrition Survey cited by Sweet Victory, 37% of global consumers indicated they decreased their sugar intake over the past 12 months.

Such a large reduction is fueled in part by companies’ quest to reformulate their products so as to limit the overall sugar content. One such startup is Better Juice, which employs enzymatic technology to convert fructose, glucose and sucrose into other molecules such as prebiotic dietary fibers. Nestlé has looked to tackle sugar at the source, by developing a sort of hollow sugar molecule that the company said can reduce the quantity of sugar in it candy bars by 30%. Other companies like Blommer Chocolate Company are taking less technologically-advanced approaches to sugar reduction in their products by switching to alternative sweeteners, such as DouxMatok's Incredo Sugar, which is a less-sugar sweetener.

However, not everyone can resist the pull of traditional sugar. In response, governments are stepping in to highlight foods with large quantities of this refined sweetener. In the EU, front-of-panel labels announcing sugar content are now required. In Mexico, there are now warning labels for products with high sugar content. Even in the United States, the overhauled Nutrition Fact label requires front-of-pack warnings about sugar content.

Despite outside efforts to reduce the total amount of sugar in packaged products, there are many for whom Sweet Vicory’s gum may prove useful. In the case of diabetics, for whom sugar intake must be closely monitored, this gum has the potential to become an effective barrier against consuming too much unwanted sugar that can affect blood sugar levels. Already, the gum has undergone a successful pilot study at the Obesity Research Center of the Sheba Medical Center in Israel, and the company said it plans to pursue further clinical trials to determine its effect on blood sugar levels in persons with diabetes.

Related news

Mosa Meat announces how to cultivate protein without FBS

Mosa Meat announces how to cultivate protein without FBS

26 Jan 2022

Mosa Meat, one of the world’s leading cultivated meat producers, revealed how it creates animal protein without the use of the controversial ingredient FBS (fetal bovine serum) in a peer-reviewed article published in the journal Nature Food.

Read more 
French alternative bacon company lands €25 million

French alternative bacon company lands €25 million

25 Jan 2022

Three-year-old French startup La Vie, formerly known as 77 Foods, secured €25 million ($28.3M) in one of the largest funding rounds in French food tech history. With funding in hand, the company is looking to expand the reach of its plant-based bacon p...

Read more 
Less sugar, more fibre: How brands can leverage ‘two-in-one’ reformulation

Less sugar, more fibre: How brands can leverage ‘two-in-one’ reformulation

23 Jan 2022

Combining natural sweeteners with fibres to replace the sweetness and bulk of sugar is a two-in-one reformulation approach that allows brands to make two appealing on-pack product claims: less sugar and more fibre.

Read more 
Codex approves global framework for stevia production

Codex approves global framework for stevia production

21 Jan 2022

Codex Alimentarius has adopted a Framework for Steviol Glycosides approving four different technologies for the production of the sweetener, a move that stakeholders say will ‘benefit the entire stevia industry’.

Read more 
Indian multinational moves into plant-based burgers and nuggets

Indian multinational moves into plant-based burgers and nuggets

14 Jan 2022

ITC, one of India’s largest corporations, announced it is entering the plant-based protein space through its ITC Master Chef brand where it will launch burger patties and chicken nuggets made from alternative protein sources. The conglomerate’s food bu...

Read more 
France, Austria seek European-wide plant-based protein strategy

France, Austria seek European-wide plant-based protein strategy

12 Jan 2022

Agriculture ministers from European Union member states France and Austria are calling on the European Commission to focus on developing plant proteins as part of a strategy to promote sustainable food systems that combat current environmental and clim...

Read more 
KFCs Beyond Fried Chicken is now available in the US

KFCs Beyond Fried Chicken is now available in the US

10 Jan 2022

Following two years of testing, fast-food chain KFC is bringing Beyond Fried Chicken to restaurants across the U.S. beginning on Jan. 10. This nationwide launch of fried chicken made with Beyond Meat plant protein will only be for a limited time, accor...

Read more 
Mondelez introduces Extra Stuf Oreo thins

Mondelez introduces Extra Stuf Oreo thins

7 Jan 2022

Milk’s favorite cooking is getting a facelift this year with a new Oreo Thins Extra Stuf line. Mondelez is debuting this permanent addition to the Oreo portfolio in January. The classic chocolate and cream cookie will have “nearly double the amount of ...

Read more 
Eat Just rolls out new cultivated products in Singapore

Eat Just rolls out new cultivated products in Singapore

4 Jan 2022

Once again, the Singapore Food Agency (SFA) has made history by approving multiple new products for sale from Eat Just’s Good Meat division. While there will be several products available, the only confirmed product is a whole chicken breast, which app...

Read more 
Scientists break the code for a new natural blue color

Scientists break the code for a new natural blue color

10 Dec 2021

Graduate-level food scientists at Cornell University have discovered how to stabilize, phycocyanin, a food colorant that provides a vivid blue pigment, according to research published in the American Chemical Society’s journal BioMacromolecules.

Read more