Disrupting the Chewing Gum Market - Kicking Aspartame

Author: Geoff Simon
Published: March 23, 2012 at 10:50 pm

You might have heard of aspartame, As it has been in the news ever since the FDA initially approved its use back in 1974. From there, unsupported allegations from activists stated that aspartame in normal doses caused multiple sclerosis, systemic lupus, blindness and more. This was eventually debunked, but the research that came out of some of those studies didn’t prove it to be safe by any means either. Either way, as of now the FDA has listed a total of 93 different symptoms associated with aspartame ranging from headaches, vomiting and tingling sensations in extremities. Aspartame is found in most diet drinks and sold under names like equal, NutraSweet and others. If you look at product labels, you will see how many products contain this ingredient, particularly sugar free products.

Now, going back to the gum, it’s NOT sweetened with aspartame, instead a chemical called xylitol. Xylitol is a natural occurring sugar substitute made from corn, and in the case of PÜR, not genetically modified corn either. It also doesn’t cause a spike in blood sugar which makes it an ideal choice for those with diabetes or a sensitivity to aspartame, or just don’t want to ingest aspartame for personal reasons. There was also a recent study by the Journal of Dental Research which concluded that chewing gum after a meal decreases dental caries by 33%. This is another added benefit for those who care about nutrition, what goes in their bodies, and actively seek out products that share these values.

PÜR Gum was developed in 2010 by Jay M. Klein and is based in Toronto, ON. and manufactured in Switzerland. The company focuses on health conscience consumers and is currently available in four different flavors including peppermint, pomegranate mint, spearmint and excitement. They can currently be found in over 5,000 stores throughout the United States with plans to be in big box stores like Walgreens and Whole Foods soon. Klein, in a phone interview stated, “Ultimately, we want to provide consumers with a better product at a competitive price…we want people to have a healthy gum experience that offers both great flavor and a great chewing experience.”

If you are diabetic like I am, vegan (the gum is vegan friendly), don’t care to ingest aspartame or are just one of those people who read food labels and care about what they ingest, keep an eye out for PÜR, the aspartame kicking gum coming to store shelves near you.


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Article Author: Geoff Simon

Geoff Simon is currently the owner/operator of Simon Search Marketing, a small search marketing firm in Los Angeles, CA. Previously Geoff worked in a content optimization, search analyst role at Disney Interactive Media Group, Intermark Group and G2 Direct & Digital. …

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