11 May 2023 --- Food tech start-up Sweet Victory Gum’s botanical chewing gum, designed to curb sugar cravings, won Vitafoods Europe’s Startup Innovation Challenge 2023 for finished nutraceutical products this week, after a consumer study showed it could support weight loss. “Sweet Victory is a functional gum in a range of flavors. It tastes like regular gum, but if you chew it for two or three minutes, it blocks the sweet taste receptor in the tongue and immediately reduces sugar cravings,” Gitit Lahav, the company’s co-founder and CEO tells NutritionInsight at the trade fair.
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