Over Sugar Cravings

Good news for those who chronically capitulate to sugar seduction: Israeli start-up Sweet Victory, Ltd., created a delicious line of botanical-infused chewing gums that are designed to stop sugary treat cravings in their tracks.

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The proprietary chewy composition works within two minutes by blocking the sugar receptors on the tongue, and its effect can last up to two hours. During that time sweet foods or beverages that normally excite the senses will taste bland or even sour, and the impulse for a sweets binge can be abated, lasting even longer than the physical effect.

Taking on Sugar Addiction

According to Innova Market Insights' global Health and Nutrition Survey, in 2021, 37% of global consumers indicated they decreased their sugar intake over the past 12 months.

These efforts reflect the widely held view that high sugar consumption is a causative factor for a range of conditions, including dental caries, weight gain, and diabetes. Research has suggested a role for sugar in activating the opiate receptors (the reward centers) in the brain, which could explain its attractive nature.