Today, quite an interesting claim for a chewing gum. Different that the ones we can usually find in our industry (more related to energy, concentration, …). The israeli company Sweet Victory launched a gum which claim to fight sugar craving. It contains an active ingredient from the plant “Gymnema Sylvestre”. This ingredient (molecule similar to glucose) blocks the sugar receptors in our tongue. This means that we cannot taste the sugar while the effect lasts (they claim 2 hours).
The claim and the mechanism is interesting. I cannot say by myself if this works, as I have not tasted the product.
It comes in different packaging (blister, platic bottle and flow pack) and flavours.
You can find much more information in their website www.sweetvictory-gum.com and also in this article from FoodNavigator Europe.