Israeli start-up Sweet Victory, Ltd., has created a line of botanical-infused chewing gums that are designed to stop sugary treat cravings in their tracks.

The proprietary chewy composition is expected to work within two minutes, according to the company, by blocking the sugar receptors on the tongue.

The effect is expected to last up to two hours. During that time. sweet foods or beverages that normally excite the senses will taste bland or even sour.

Gitit Lahav, who co-founded Sweet Victory with Shimrit Lev, commented: “Most of us battle with sweet cravings on a daily basis. Even as awareness of the impact of overindulgent sugar consumption on personal wellbeing grows, kicking the sugar ‘habit’ is a real struggle for most of us.

“This is what spurred us to seek a solution that would help consumers take better control over their nutritional choices.”

With their background in botanicals, Lahav and Lev turned to the ancient Indian botanical gymnema, (Gymnema sylvestre) known from Ayurvedic tradition for its positive effect on glucose metabolism. In India, it is known as “gurmar,” Hindi for “sugar destroyer.” It was said to inhibit sugar absorption beyond its effect on the tongue.

“The atomic arrangement of bioactive gymnemic acid molecules is actually similar to that of glucose molecules,” explains Lev.

“These molecules fill the receptor locations on the taste buds and prevent activation by sugar molecules present in the food, thereby curbing the sugar craving.”

Lev added: “We sought a more effective, fun, and convenient delivery method for this herb, and so set out to overcome its characteristic bitter flavour.”

The duo experimented with homemade chewing gum recipes at first, using home gum-making kits. Then they combined the techniques with their nutritional knowledge to derive an ideal recipe using a few select natural sweeteners.

Today, following sourcing of organic gymnema leaves in India, the start-up manufactures its plant-based gum in a facility in Italy approved for producing functional supplements and is available in two flavours: peppermint, lemon and ginger.”

Sweet Victory is available commercially in Panama, France, and Israel and will shortly make its way to the USA. From there, the start-up will gradually proceed with a global roll-out.