Is Vitamin Gum A Gimmick?

Vitamin-enhanced chewing gum may boost nutrition

A Canadian company has introduced a vitamin-infused chewing gum with the promise of providing consumers a “healthier chew.” Vitamingum is a new product that’s following in the footsteps of larger companies who have marketed their products to the health-conscious consumer.

The gum is said to allow for fast and effective absorption of nutrients into the body, and contains 12 essential vitamins, including 10 per cent each of the recommended daily intake of Vitamins A, C, D, E, B-complex and Folic acid. It is also sugar and aspartame-free.

Vitamingum’s website emphasizes the health benefits, stating that “Chewing gum is a great delivery vehicle for nutritional ingredients as it allows for faster absorption into the blood stream via the mucous lining in the mouth – scientifically proven!”

With the recent consumer trend towards health-conscious options, companies are now emphasizing the practical health benefits of gum, boasting functional benefits – but is this just a marketing strategy?

“There is some science showing that some vitamins can be absorbed through cells in the mouth,” said Dr. David Ma, Associate Professor in Human Health and Nutritional Sciences at the University of Guelph.
“There is certainly a great deal of controversy currently regarding the benefits of multi-supplements, whether they are in traditional pill or vitamin drinks. There is concern about the degree [to which] supplemental forms of vitamins can be readily absorbed and/or utilized,” explained Ma.

It is also interesting to note that gum is currently stuck in a sales rut, according to Ad Age, with U.S. sales declining 11 per cent over the past four years. Many companies have incorporated vitamins in their gum products in recent years, perhaps in an attempt to revitalize sales.

In 2011, Stride and Trident fortified their gum with ingredients like Vitamin C and ginseng. Stride Spark, for example, provides 25 percent of the recommended daily allowance of the vitamins B-6 and B-12. Stride is marketed to teenagers and college students, who may be seeking energy-boosting products.

The verdict? Vitamin enhanced gum may provide a slight nutrition boost, although it is debatable whether most individuals require this extra supplementation to meet their daily nutrition needs.

“The benefit is akin to ‘insurance’; thus, a way to make sure that you meet your nutritional needs, and the main downside is a hit to your wallet if in fact you are [already] meeting your needs,” said Ma. “Thus for those that enjoy chewing gum, this may add to their enjoyment, knowing that they have a little insurance against not meeting their daily vitamin requirements.”

There is a proliferation of vitamin-enhanced products on the market, so it’s no surprise that companies are aiming to capitalize on that trend. However, there is no quick fix or shortcut to nutrition; vitamins should be attained through a healthy diet.