Breaking News on Supplements, Health & Nutrition - Europe US edition | APAC edition

News > Suppliers

Read more breaking news



New gum can enhance muscle function, says Wrigley

By Helen Glaberson , 16-May-2011
Last updated on 16-May-2011 at 13:04 GMT2011-05-16T13:04:34Z

Wrigley's new Orbit gum
Wrigley's new Orbit gum

A new Wrigley chewing gum, which claims to aid muscle function, has been singled out by Datamonitor Product Launch Analytics (PLA) team as one of the most innovative food products on the market.

The German launch is the first to link muscle building and magnesium fortification, Tom Vierhile, director of PLA at Datamonitor told

Two pieces of Wrigley’s Orbit Balance Green Mint + Magnesium Chewing Gum provides up to one-fifth of the daily guideline value for magnesium intake, according to Datamonitor.

A handful of chewing gum products have referenced muscle building in the past, said Vierhile, but two of those launches focused on exercising the face or jaw muscles, a claim that could be made about almost any chewing gum product, said the analyst.

Wrigley launched a sports gum Freestyle Thirst Quenching Sports Gum with Electrolytes in 2000, which made a much stronger sports tie-in, but was not exclusively focused on muscle building and nutrition like the Orbit launch is, commented Vierhile.

“In general, chewing gum has not really gone much beyond claims related to fresh breath or whiter teeth, so this product is a departure from that,” continued the analyst.

“Consumer acceptance of functional foods and drinks is on the rise, so it is possible that consumers are now more willing to accept body care-type benefits in a chewing gum whereas this would have been hard to pull off maybe five or 10 years ago,” added Vierhile.

Markets such as Japan may be the most fruitful for a concept like this, said Vierhile. These regions are generally more accepting of functional products, said the analyst.

Young target audience

In terms of target audience, Wrigley’s Orbit is likely to be geared towards teens and young adults, said Vierhile.

“Muscle-building products tend to be aimed at younger consumers, though many of those products are also directed toward male consumers,” said the analyst.

“Although a brand name like “balance” suggests that it may also be attractive to older consumers,” he added.

Functional gum

For delivering functional claims, the chewing gum category is in a better position than most food products as it is more flexible with calorie content, depending on the sweetener that’s used, said Vierhile.

Other food categories may attempt to provide functional claims but could have the baggage of added calories to deal with, he explained.

“Finally, chewing gum is very portable which makes it almost ideal from a convenience standpoint for functional benefits that can be enjoyed anytime, anywhere,” said Vierhile.

“One could say the same of the beverage market, which has long been a hotbed of functional product development, but chewing gum even has that beat for convenience,” he said.

Related products

Related suppliers

Live Supplier Webinars

Polyphenols tipped to become the way to innovate in Sports Nutrition
Orally bioavailable standardized botanical derivatives in sport nutrition: special focus on recovery in post-intense physical activities
Collagen in motion: move freely and keep your injuries in check
Leading manufacturer of gelatine and collagen peptides
Life’s too short for slow proteins. Whey proteins hydrolysates: Fast delivery for enhanced performance
Arla Foods Ingredients
What it Takes to Compete and Win in Today’s Sports Nutrition Market
Sports Nutrition Snapshot: Key regional drivers and delivery format innovations
William Reed Business Media
Gutsy performance: How can microbiome modulation help athletes and weekend warriors
William Reed Business Media
Pushing the boundaries: Where’s the line between ‘cutting edge nutrition’ and doping
William Reed Business Media
Alpha & Omega in Sports Nutrition – Using Omega 3’s and A-GPC to improve performance and recovery.
KD Pharma

On demand Supplier Webinars

High-amylose maize starch may reduce the risk of type 2 diabetes: what does this qualified health claim mean?
Balancing Innovation and Risk in Sports Nutrition Ingredients
Explaining bio-hacking: is there a marketing opportunity for food companies?
William Reed Business Media
Personalized Nutrition – how an industry can take part in shaping the future of Nutrition
BASF Nutrition & Health
Find out Nutritional and ingredient lifecycle solutions and strategies!
Is the time rIpe for I-nutrition?
William Reed Business Media
The Advantage of Outsourcing Fermentation-based Manufacturing Processes
Evonik Health Care
All supplier webinars