The positive EFSA opinions for gum claims under Article 13.1 will compel the sector to further innovate along functional lines, says an expert who argues that gum is the confectionery category 'most likely' to get such regulatory backing.
Positive opinions issued by EFSA for sugar-free chewing gum and the claim that it helps to strengthen teeth and neutralise plaque acid will, no doubt, leave R&D teams in the leading gum brand owners smiling.
Opportunities are rife for the manufacturers of functional and
sugar-free gums, as consumer analysts predict that these items will
far outstrip chocolate and sugar confectionery in terms of value
An application to add calcium to chewing gum has been lodged with
Food Standards Australia New Zealand by Wrigley's, which would
allow gum sold in Australia to be fortified with the mineral for
the first time.