Sweet Victory is an Israeli start-up that produces chewing gum specifically designed to curb sugar cravings. The gum uses an ingredient called gymnema, a natural botanical originating from India, known for its “sugar destroying” properties. Gymnema sylvestre, as it is officially known, has been used in ayurvedic medicine for over 2,000 years and is considered to have unique medicinal virtues. Among its benefits is its active compound that reduces the absorption of sugar in the body.
In addition to blocking sweetness receptors, which helps keep sugar cravings at bay, the gum also works by slowing down the intestinal absorption of sugars. Sweet Victory’s effectiveness was researched by customer research company New Sense Research, which conducted a home usage experiment on 80 people aged 25 to 45 over a two-week period. Participants were advised to chew the gum three times a day, either after meals or whenever they had a sugar craving, and to weigh themselves every day.
The results were impressive: on the first day alone, 53% of participants had a reduced urge for sugar. This percentage climbed to an impressive 79% by the fourth day, with many feeling that they had more control over their food choices. In total, 87% of the participants lost weight over the two-week period, an average of 1.3kg. Furthermore, 80% ate fewer sweets and felt that they could control their food choices better. Researchers recommended that the gum should be chewed until the taste dulls for maximum efficiency.
Sweet Victory’s success can be attributed to the gum’s two-pronged approach. The gum works both physiologically and psychologically. The active ingredient in the gum immediately affects the body, breaking the craving cycle for sugary foods. It also helps people overcome their automatic sweet cravings at specific times of the day, like right after lunch. Over time, this helps to build healthier habits.
The gum was developed for a specific purpose beyond simply satisfying cravings to chew something. Sweet Victory’s co-founder, Gitit Lahav, explains that the gum is formulated to provide a specific function, unlike regular chewing gum, which freshens breath or provides a chewing experience. Moreover, the gum is active for about two minutes after the user has chewed it, and then it can be discarded.
Sweet Victory’s existing flavours are currently peppermint, spearmint, bubble-gum, and watermelon. However, the company is also exploring the possibility of adding new flavours to its range.
