• Sweden edition
 
Outrage over Swedish gum's 'beauty' claims

Outrage over Swedish gum's 'beauty' claims

Published: 21 Jun 2011 17:10 GMT+02:00
Updated: 21 Jun 2011 17:10 GMT+02:00

“It is the ‘most stupid’ product that has ever hit the shelves,” Louise Ungerth, head of local Stockholm consumer association (Konsumentföreningen Stockholm), wrote about the product on her blog.

The chewing gum, which is marketed in three versions, Focus, Active and Beauty, claims to have ingredients which can promote concentration, stamina and looks respectively.

“Spry, pretty or clever – chew the gum that suits you,” trills the television commercial of the recently launched product Vigo gum.

Manufacturers claim that the European Food Safety Authority (EFSA) has reviewed health-providing effects.

Nonetheless, according to Adam Svensson of the Stockholm consumer association, saying that the gum contains beta-carotene and therefore will keep skin firm and strengthen hair is silly.

“You could put the same label on a bag of carrots”, said Svensson to news agency TT.

But at Antula Healthcare, the company that manufacture the gum, they say that consumers who believe that their looks will improve by chewing the product have interpreted the message wrongly.

“We are not saying that you will look better but that you will maintain a healthy complexion,” she said to daily Svenska Dagbladet (SvD)

When asked if she thought that the message could be misleading for consumers, she declined to comment.

And according to several experts approached by SvD, the claim that the gum contains ingredients that can have an effect on your looks is misleading.

“I can’t see how the ingredients would be able to provide any of the effects they claim. Those substances can’t influence looks or focus in any particular way,” said toxicologist Ulla Beckman Sundh at the National Food Administration (Livsmedelsverket) to SvD.

She also expressed concern about the amount of caffeine in the gum. In this she was backed up by nutritionist Fredrik Paulún, who added that caffeine taken this way is not especially healthy.

“To call that product ‘beauty’ is a straight con. It is no more than a vitamin tablet,“ Paulún told SvD.

The Swedish Consumer Agency (Konsumentverket) will now investigate the claims.

“We have started to look into this today after receiving a lot of input of certain claims that people think are a bit far fetched for chewing gum,” Henrik Örnstedt of the agency told SvD on Tuesday.

TT/Rebecca Martin (news@thelocal.se)

Your comments about this article

20:15 June 21, 2011 by J Jack
What ever, chewing any gum is disgusting and unhealthy and has worse implications for others around than smoking. It carries saliva. I hate scraping it off my shoe. That's why It has been banned in many Asian countries since the SARS outbreak.
23:07 June 21, 2011 by update-2011
To keep healthy complexion eat FRUIT not RUBBER!
00:17 June 22, 2011 by Da Goat
It will indeed improve your looks if you have a flabby face. LOL

other than that you may look like a masticating cow.

chewing gum does have some health effects butthat comes from the action not the ingredients (releases brain chemicals that calm you down, so the focus one might work)
05:53 June 22, 2011 by Bushyblondehead
If that were true I would eat the whole pack at once each day!
17:24 June 22, 2011 by stillwatersrd
'The chewing gum, which is marketed in three versions, Focus, Active and Beauty, claims to have ingredients which can promote concentration, stamina and looks respectively.'

If only.
Today's headlines
National
Politics 'most shared' topic in Sweden
Photo: Shutterstock

Politics 'most shared' topic in Sweden

Swedes are more likely to share posts or articles on politics than on any other issues, according to a new report from Mid Sweden University. READ  

National
Fears schoolboy murdered in Sweden
Photo: TT

Fears schoolboy murdered in Sweden

Police in Halmstad say the results of forensic tests suggest a 16-year-old boy found dead in a creek was murdered. READ  

National
Elk hunters risk injury in Sweden’s woods
Hunter Ingela Olsson loads her rifle at sunrise in Norrbölla, northern Sweden. File photo: Gunnar Lundmark/SvD/Scanpix

Elk hunters risk injury in Sweden’s woods

Sweden’s vast annual elk hunt spells danger not just for the majestic animals but also for hunters, with crumbling towers and over-tiredness just two of the season’s perils. READ  

Malmö
Rat invasion closes Malmö preschool
Rats like this one have been found in a kindergarten. Photo: TT

Rat invasion closes Malmö preschool

Children in central Malmö are staying at home on Tuesday after a rat infestation was discovered at their kindergarten. READ  

National
Sweden's benefit agency site restored
Photo: TT

Sweden's benefit agency site restored

UPDATED: Sweden's Social Insurance Agency website is working again after being out of action since Monday. READ  

National
Swedish teenagers abused on Secret app
File photo: Fredrik Sandberg/Scanpix

Swedish teenagers abused on Secret app

Swedish police are struggling to know what to do with a new batch of criminal reports filed by teenagers upset about a controversial app that allows users to post comments and pictures anonymously. READ  

National
Swedish man beats bus in video challenge

Swedish man beats bus in video challenge

UPDATED: A Swedish runner who filmed himself beating his bus in Sundbyberg in north west Stockholm over the weekend is now planning to a similar challenge on the capital's Metro system. READ  

Regional
Rain causes power cuts across east Sweden
Strong winds are battering Stockholm and the east coast of Sweden. Photo: TT

Rain causes power cuts across east Sweden

Heavy rain and wind have left thousands without electricity in eastern Sweden, with ferries also disrupted by the storm. READ  

Elections 2014
Budget headache for new coalition partners
Social Democrat economic spokesperson Magdalena Andersson with Per Bo from the Green Party. Photo: TT

Budget headache for new coalition partners

UPDATED: The Social Democrats have been holding talks with the Green party to try and agree on a future coalition budget. But questions remain over how they will work together on issues including defence and nuclear power. READ  

National
US runaway banned from name change in Sweden
'Wanted' photograph of David Hemler used by US Air Force Office of Special Investigations. Hemler lives and works in Uppsala. Photo: Shutterstock

US runaway banned from name change in Sweden

A US airman who deserted from the military three decades ago and moved to Sweden has failed in his bid to get his old name back, because a Swedish court says he can’t prove his identity. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Gallery
Property of the week - Torslanda
Finest
Gallery
People-watching: September 20th
The 'black gold' of Sweden's west coast.
National
West Sweden prepares for the 2014 lobster premiere
Society
What's on in Sweden
Politics
How Sweden Democrats went mainstream
Blog updates

22 September

Welcome National Geographic! (Stockholm in my American Heart) »

"What comes to mind when you think of the “The Arctic”? Crystal-encased cliffs jutting from the sea, baronial Polar bears scavenging over sheets of cracked ice or a lone explorer heading north into the night. The image my mind invokes is of three sparkling green lines splashed across the sky like graffiti— the Aurora Borealis— our..." READ »

 

19 September

Editor’s blog (The Local Sweden) »

"Happy Friday readers! It sure has been a exciting week in Sweden, where we’re set to get a new Prime Minister after Fredrik Reinfeldt stepped down following Sunday’s elections. The Local blogged live from the key political gatherings across Stockholm. Why not re-visit the action by taking a look at our photos, tweets, videos and analysis? Since the..." READ »

 
 
 
Politics
Scandinavia and Scotland: closer links?
Gallery
Property of the week - Eskilstuna
Sponsored Article
How to start a business in Stockholm
Society
How I became a surf blogger when I moved to Sweden
Gallery
People-watching: September 13th
Society
Why is Stockholm's Södermalm so cool?
Gallery
People-watching: September 11th
Gallery
People-watching: September 13th
Politics
Five possible election outcomes
Politics
Sweden elections: How do they work?
Politics
Sweden elections: Who's who?
Gallery
Property of the week - Hornstull, Stockholm
Analysis
Five differences between the UK and Sweden
Welshman Jonny Luck is now a chef in Sweden
Society
How I opened my own restaurant in Sweden's Malmö
Sponsored Article
Stockholm tech fest: relive the magic
Gallery
People-watching September 8th
Photo: TT
Politics
Feminists fight for first seats
Politics
Immigration cut push from Sweden Democrats
Sheryl Sandberg says women have "low expectations"
Tech
Facebook exec talks women's limits in Swedish business
Politics
Left Party calls for justice and equality
Sponsored Article
Introducing… Insurance in Stockholm
Sponsored Article
Graduates: Insure your income in Sweden with AEA
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

841
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN