HUNGER 'DOUSING'- FOOD TECHNOLOGY'S NEW ROLE'

Food industry world over strives to create appetite amongst the consumers hoping to attract them to their products and the science of sensory 'tickling' is often used to attenuate a feeling of desire for the brands by invoking visual and olfactory sensation. Technological developments and high pressure marketing strategies have been instrumental in capturing consumer imagination and many of to day's health problems in western countries are being attributed to processed products created with least attention to their nutritional implications. Products with 'empty' calories in which nutrient density is very low compared to any natural food, dominate the market and their fantastic sensory qualities attract the consumers in droves. Consumer awareness programs to forewarn them against mindless consumption of such products and their consequences do not seem to be reaching the target as is experienced by anti-tobacco programs. Can there be a strategy where industry and the consumer could both be winners? Probably yes.

Clue to such a possibility comes from the industry itself. Chewing gum industry is facing flaks from many quarters for the social and civic nuisance it is creating by the indiscriminate disposal of the sticky 'chewed' residue by the consumers. This has led many countries to ban chewing gum products and already some countries have precisely done this. Though chewing gum can be a suitable medium for delivery of health-helpful ingredients like vitamins, minerals and health supplements, its ban can damage its prospects besides raising a question regarding its very survival. Modifying chewing gum recipes to create feeling of satiety and use biodegradable gum base are being tried out to create new market and save the industry. Most recent example is introduction in the market of a product containing konjac powder in the formula which swells 200 times once ingested and generates a feeling of fullness in the consumer. Inclusion of some special dietary fiber ingredients with same properties also is being attempted. Satiety inducing products, similar to products that reduce cravings for tobacco, already in the market may still save the chewing gum industry from extinction.

Chicle based chewing gum survived for more than 9000 years and has seen many developments in its checkered history. Replacement of natural chicle with synthetic polymers was a turning point as artificial ingredients became more and more unacceptable to the consumers. Sugar free products, constituting almost 80% of production to day, revived its fortunes some what and the current world output of 1 lakh tons per year may go down further if the industry does not innovate to meet the changing environment. It is recognized that chewing gum can cut down dental caries and other oral problems because of its ability to remove bad bacteria like Streptococcus mutans besides increasing saliva production ten fold. Saliva is a source of alkali and hydrogen carbonates that can neutralize the acidity produced by harmful bacteria. Besides saliva also contains calcium and fluoride, both part of enamel coating of the teeth. Chewing gum stimulates part of the brain, hypothalamus which releases hormones that keep people alert and focused. Probiotics enriched chewing gum products may find increasing acceptance amongst health conscious consumers.

The biggest hurdle for the industry to grow is the tendency of the discarded residue to cause civic problems as removal of the sticky material is a difficult task. In UK alone about 150 million pounds expenditure is incurred in removing the sticky residue from public places. Manual scrapping is the best way to remove the material which is expensive. Machines to remove spent chicle gum from public places will cost about Rs 30-35 lakh as an investment and annual recurring expenditure. Use of the protein, zein from corn which is a by-product of corn processing industry, has been found to be environment friendly as it hardens and gets degraded in 2 weeks. There are special gums being developed which are hydrophilic in nature and therefore can be easily washed off. Low adhesion and non-sticky synthetic gum bases are also being tried which can be easily removed with least problem. Special gum bases under development have the unique ability to remove pathogenic bacteria responsible for tooth decay by selectively adhering to them. Probably modern world is just realizing the potential of chewing gum type of products as a carrier for many materials that can create the feeling of well being and innovations are likely to take place at a faster pace in the coming years.

V.H.POTTY
http://vhpotty.blogspot.com/

CHEWING GUM-FOOD, ADDICTIVE OR POLLUTANT?

The typical Western macho is always portrayed, masticating with a chewing gum and this product cannot be considered a modern one since it is very ancient in its conception and use. Chewing gum is a combination of water insoluble phase, the gum base and a water soluble phase of sweeteners, flavorings and colors presented in a solid format with chewable characteristics. Since the gum base is highly sticky it is difficult to swallow even after chewing for hours together. The product serves as a carrier for flavors which are trapped inside the gum matrix to be released slowly on chewing.

The gum base on which the product was built, the chicle, is a latex tapped from trees like Manakara chicle, Mimusops globosa, Chicozapote, etc and has more than 5000 years of history behind it. It was extensively used during ancient Maya civilization, though for what precise purpose, is still a matter of conjecture. World owes it to William Wrigley Jr who is considered as the pioneer in starting the Chewing gum industry in 1860s due to an accident of history. Chicle was imported to North America as a substitute to rubber since latter could not be grown under the prevailing conditions but it did not click as an acceptable material, looking for other uses. The industry grew at a slower pace though Wrigley tried to promote it even in India as an alternative to chewing of betel leaves, arecanut and tobacco. Of course chewing gum did contribute in the anti nicotine campaign through products that provided alternative satisfaction to smokers. No wonder Wrigleys went on to become the leading manufacturers of chewing gums world over with the fourth generation descendants carrying on the business and the family name has become synonymous with chewing gum.

Chicle, produced by tapping the latex of the trees mentioned above and heated to reduce the water content to about 33% provided a highly elastic foundation material for further compounding and molding to desired shape and size. During World Wars I and II chewing gum was a part of army rations to invigorate the tired personnel. However the natural chicle met with sudden demise during 1940s on the advent of styrene butadiene rubbers, made synthetically which was much cheaper and more easily available to the industry. Still some markets like that in Japan prefer natural chicle and limited quantities are still being made now.

Nutritionally chewing gum is almost 80% sugar, rest being gum base and other ingredients. Replacement of sugars with synthetic sweeteners seems to have expanded the market as it does not cause dental caries besides being low in calories. The fact still remains that chewing gum concept provides a carrier for administering medicine and micro nutrients like vitamins and minerals. To this extent the product has a utility value. But being high in sugar it is also addictive, especially with children. The disposal of the chewed gum residue is a tricky issue and to prevent them becoming a social nuisance as a pollutant, some countries have banned chewing gum sales making them cognizable offense. Use of synthetic rubber which is the most favored gum base by the industry, the question of safety is also an aspect that causes anxiety to the consumers. Though the material is not swallowed and there are specifications laid down for food grade butadiene rubber, the presence of polyethylene and poly vinyl chloride and some artifacts in the final product which may be leached out while chewing, is a compelling reason for the revival of natural chicle once again. Such a come back of natural chicle is on the cards and Mexico is renewing its efforts to find export market for its chicle, To distinguish natural chicle based chewing gum confections from their synthetic counterparts, new variants are being promoted as organic products. Natural chicle is a biodegradable material and cannot be expected to pose any environmental hazard. Sapota fruit plantations which are lately declining in India may see a turn around if that happens.

It may be necessary to develop newer versions of chewing gum that can be swallowed at the end without choking and it can be a source of dietery fiber required by human body. This will avoid the residue problem posing any serious threat as a civic nuisance. What effect continuous chewing of the product on the salivary system also needs some consideration for evolving guidelines for any restriction on its consumption if necessary.

V.H.POTTY
http://vhpotty.blogspot.com/