Chewing Gum Consultant

Professional Chewing gum industry meeting point

Masterfoodeh – Iran 17/02/2017

This new player in the Iranian chewing gum scene is the first time that exhibits in ISM. They produce different brands of chewing gum: Biodent, Nature Dent, Action.

The presentations are also diverse (dragees in fliptop box or ministicks in multipack), as the range of flavors, including some really excetional like “mojito”, “camomile”, “walnut oil” and “frankincense”!

Following my post from yesterday, I’d like to mention the “Nature Dent” brand, which claims to contain natural gum base (it is not clear to me what they mean by this) and no atificial flavors and colors, no aspartame or sucralose. No additives or preservatives and GMO Free. The gum base is “of course biodegradable”, which is very interesting. So the product is claimed to be 100% natural and organic.

This follows the trend already mentioned of “clean label”. More and more consumers worldwide don’t like to have those “weird” names of ingredients written  the label of the product (antioxidant, artificial sweetener, …) and the manufacturers, of course, need to adapt their products to this demand.

Diffeent varieties of Nature Dent also claim to “improve your memory”.

کرافت

 

“Action” brand turns around the idea of Energy, Excitement and Dynamism.

“Biodent” is the widest brand, sugarfree and with many flavors and packagings. There are two sub-brands named “Stardent” and “Vitadent” and all them claim oral care properties. The presentation of those products is really impressive, with a very smart design and bright colors. Special mention to the printing in Braile in the “Biodent mojito”

 

biodent-masterfoodeh

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Chewing gum that changes flavour to detect disease 09/06/2015

Filed under: Research — Joan Mestres @ 11:55 AM
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Today I post about an advanced use of chewing gum. I attach a link to the article which describes the research that it is being conducted, within the EU frame, about the use of chewing gum for an early detection of some oral diseases.

This type of reasearch can lead to other interesting and useful applications in the future!

 

CHOCOLAT FREY – Switzerland 09/04/2014

Filed under: Market & Fairs,New product — Joan Mestres @ 11:31 AM
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The Swiss company was not presenting big launches this year. The most relevant is a Limited edition of their SKAI brand (sugar free drags packed in zip-bags) with “Chai Latte” flavor.

Then, CHOCOLAT FREY is giving a boost to their SMAJL brand with three different flavors: “Sweet Mint”, “Eucamenthol”, and “Dental” (with micro granules). They all claim the fact that the product does not contain aspartame.

 

frey skai                                            frey smajl

 

Flavour release 05/11/2013

Filed under: Research — Joan Mestres @ 12:35 PM
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Being flavor release one of the hot topics in the chewing gum industry I thought it would be interesting to post here about a new patent (another one!) around this subject.

This time, Mondelez has patented a “3D object” made of polymers (preferably polyethylene glycol) which claims to provide a faster flavor release. Of course, it can be applied as well to active ingredients other than flavor, if this is the case. It is true that gum base traps many flavor elements (this is in fact one of the key aspects for a long lasting effect!) and this can limit a quick release of those components. This new “3D object” dissolves immediately in the saliva, providing a quick release of the flavor.

I wonder if we will ever see this invention applied in a product in the market. Looking forward to that!

 

Encapsulation: Tastetech (UK) 10/05/2013

Filed under: Research — Joan Mestres @ 10:34 AM
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Tastetech is a British company specialized in “Controled Release Food Flavourings and Ingredients” (using the same words that you can find in their website www.tastetech.com).

As chewing gum technology moves to a higher complexity level worldwide, the need for encapsulated systems becomes more and more important. 20 years ago there were very few gums in the market using encapsulated systems. Today, consumers are much more demanding and, often, gums are sold as an “experience” more than just as a product, and this is a worldwide trend. Chewing gum producers must use more sophisticated formulations to meet these expectations.

When we think “encapsulation”, the first thing that comes to our mind is “flavour”. Encapsulated flavours play a critical role in one of the main aspects of the chewing gum: Long lasting (but also on the first impact!). By using encapsulated flavours, we can extend the perception of the flavour for a longer time. But then, we know that that perception is also linked to “sweetness”, and here “encapsulated intensive sweeteners” can play an important role. Tastetech is also producing those and I took this image from their web-site to illustrate this idea:

 

LH_1_Main_AW_CROP

 

By combining the right encapsulated flavours and sweeteners we can clearly improve the quality of the gum. Top brands use those elements in their formulations.

We should not forget acids, as they can also be encapsulated, and they also play a role in the taste perception. Fruit flavours cannot be complete without the right acid in the chewing gum composition (citric, malic, tartaric,…)

And finally, and very important, the encapsulation of active ingredients. As we find more and more functional chewing gums in many countries (Japan is my personal favourite for that!) it becomes more necessary to protect those ingredients (which sometimes can be sensitive to temperature, oxidation, etc…), to control the release from the gum into the mouth, sometimes to mask undesirable taste or to provide a right flowability which helps in the handling of the whole. The encapsulation of those actives will clearly improve those characteristics versus a non-encapsulated version.

 

Trident 40 minutes 22/01/2013

Filed under: New product — Joan Mestres @ 12:52 PM
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I’d like to show you this product recently launched in Spain .

The lasting of the flavour in the chewing gum has always been one of the critical issues in the industry. However, this is the first time that I see a chewing gum that mentions specifically a precise time of lastingness (freshness in this case).

The same concept has been launched under the brands HOLLYWOOD and STIMOROL in other countries. I must admit that the promise is brave! The packaging is also interesting: A carton box with a sleeve that opens and the single units can be dosified through a hole. The units are coated chewing gums with a powdery layer outside and a district center. The whole product is full of coloured spots. For the time being I’ve found it with spearmint and with peppermint flavors. Each box contains 10 pieces. The launch has been supported by a strong marketing campaign including TV and facebook.

trident 40 min

 

Wrigley and Mondelez Marketing 10/01/2013

Today… a note about marketing.

Two articles by Oliver Nieburg in Confectionerynews.com (see links below).

One article for each of the chewing gum giants.

The one dealing about Mondelez, informs about the intention to enhance the use of new technologies for their marketing, in particular mobile technologies by partnering with start-up companies in the field. For instance, Trident is linked to Rockimity and Stride to Waze. Interesting move!

Mondelez marketing

The second article is about Wrigley and their intention to reinvigorate the impulse channels in Germany. This is a more classical approach to marketing, which is also valid. Interesting to see it in a market (Germany) where Wrigley has a strong dominant position (over 70% market share according to Euromonitor). Other players (local brand Hitschler or the italian Perfetti) have a far much smaller share (below 5%). This market, due to its size and importance, is very carefully taken care of by Wrigley. There are line extensions being launched continuously (for the most classical brands like Orbit or Extra) and also new products being launched in a powerful way (such as “5” in 2009). Also, of course, being a well-developed mature market, the functionality vector is important, and Wrigley launched gums with green tea, aloe vera, vitamin C “Extra Professional + Vitamin C”. In terms of flavors, also according to Euromonitor, Spearmint is still number one, but new combinations appear more and more, like mojito, daiquiri or Pina colada flavour extensions for “Orbit”.

However, according to Mr Gabel (Sales director Wrigley Germany) their sales declined 3% last year, mainly driven by the decline in impulse channels, and that’s why they implement new measures now which include increasing sales force, new displays, increased TV marketing budget, etc.

Wrigley marketing