This gum curbs your sweet cravings by making your tongue not recognize the taste of sugar

This gum curbs your sweet cravings by making your tongue not recognize the taste of sugar

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Sweet Victory Gum is an Israeli startup that has created a line of chewing gums designed to end sweet cravings, a solution designed to reduce sugar consumption.

It is based on a formula based on extracts of gymnema sylvestrea plant with a long history of use in traditional Indian medicine, which blocks sweet taste receptors on the tongue for a period of 2 hours.

Thus, according to the company, by chewing this mint flavored gumand during that time, the sweet foods or drinks will taste in your mouth softer, even bitter.

That will prevent your brain from activating asking you for more. “The textures will remain, but those foods will no longer taste sweet. For example, if you eat chocolate after chewing gum, it will taste like butter,” they explain.

“Even as awareness grows about the impact of excessive sugar consumption on personal well-being, kicking the sweets ‘habit’ is a real struggle for most of us,” he notes. NewFood Magazine, Gitit Lahav is a nutritional psychologist who co-founded Sweet Victory with nutritional instructor Shimrit Levl.

“That prompted us to look for a solution that could help consumers have better control over their nutritional choices,” he adds.

After launching its line for adults, the company is now working on a version for children that they hope to have ready by 2022.

How Sweet Victory gum works

The idea centers on the concept of sugar addiction. While the science doesn’t yet show a consensus on whether sugar is as addictive as cocaine, it could be a gateway to unhealthy behaviors.

The Sugar has addictive potential releases opioids and dopamine in the brain. It also increases the release of serotonin, a neurotransmitter that gives a feeling of “happiness”.

In short, it causes chemical changes that affect the reward center, leading to compulsive behavior. In other words, every time you eat a sugary product, you program your brain to want more.

Sweet Victory Gum gum promises to prevent all this from being triggered in your brain by not registering the taste as sweet.

How do you get it? By the atomic and molecular composition of gymnemic acids, which are similar to glucose molecules. “They fill the sweet taste receptors, preventing their activation when they come into contact with sugar molecules present in the food,” explains the company.

It is necessary to eat less sugar, but the ways to achieve it could be other

The human brain needs glucose to survive, but in general people are consuming more sugar than necessary. Including the children.

This binge not only leads to having cavities or gaining a few extra kilos. As studies show, excess sugar can lead to increased risk of obesity, cardiovascular disease, diabetes and even cancer in the future.

Since 2016, the American Heart Association has recommended limiting the consumption of added sugars to less than 25 grams per day, guidelines similar to those dictated by the World Health Organization (WHO). Now, should you do it by eating gum?

9 alternatives and tips to help you eat less sugar a day

According to the US Medical Library, the gymnema contains chemicals that reduce the amount of sugar absorbed by the stomach, it might also increase the amount of insulin in the body and increase the growth of cells in the pancreas, which is where the body makes insulin. Nevertheless, he notes, there is “little evidence of health benefits.”

The gymnema it is “possibly safe when taken appropriately for up to 20 months,” they add. The chewing gums are not yet available in Spain, but can already be purchased in countries such as the United Kingdom or France (where they are sold in “slimming” offers based on time).

The pack of 12 chewing gum costs 7.69 euros, while the so-called “expert slimming cure” offer that includes 48 packs (for 12 weeks) is worth 192.67 euros instead of 321.12 euros.

Eliminating ultra-processed foods and soft drinks from your diet, using substitutes such as nutmeg, cinnamon or fruit to sweeten and gradually reducing the doses are strategies that experts endorse to achieve less sugar every day.


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