Breaking News on Confectionery & Biscuit Processing

News > Markets

Leaf launch first pure xylitol soft gum in Europe

By Oliver Nieburg , 02-Nov-2011
Last updated on 02-Nov-2011 at 13:05 GMT

Leaf launch first pure xylitol soft gum in Europe

Dutch confectioner Leaf International has introduced a soft gum that it has said is the first 100% xylitol-based soft gum on the European Market.

The company launched its XyliFresh branded gum Mint & More in the Netherlands late last month and may roll out the product in other European countries in the near future. The product uses the sugar-free sweetener xylitol as a substitute to sugar.

Susan Janssen, senior brand manager for Leaf’s XyliFresh brand in Holland said: “Soft gum is growing in the Dutch market and there is not yet any dental gum within the soft gum segment.”

Other major gum producers have chewing-gums that contain some xylitol. Kraft Foods for example uses xylitol in its Trident gum brand, but Janssen said that XyliFresh Mint & More was the first dental soft gum with 100% xylitol to be launched in Europe.

Dental health benefits

She said refreshing soft gums that appear to offer health benefits are part of a growing consumer trend in the Netherlands.

Leaf International is marketing its Mint & More gum as being beneficial for dental health.

Janssen said: “100% xylitol reduces the amount of tooth plaque in your mouth and as a result XyliFresh reduces cavities. “

In 2008, the European Food Safety Authority (EFSA) held its Panel on Dietetic Products, Nutrition and Allergies (NDA) where it found that xylitol-based sugar-free chewing gum could neutralise dental plaque and reduce tooth demineralisation.

This came off the back of an earlier response from EFSA on claims from Leaf International that xylitol-based gum gave dental benefits. Here it found that Leaf was within its rights to make such claims.

Janssen added that Leaf’s offering was a convenience product that could be taken after a meal to fit in with busy lifestyles.

Asked how much competition Leaf could expect from rivals, name said: “XyliFresh is a very innovative dental chewing gum brand and is at the moment the first and only soft gum with 100% xylitol in Europe. Other big, global chewing gum brands haven't introduced softgums with 100% xylitol in other countries yet.”

“The other Leaf countries are interested in the Mint & More product and are investigating possibilities to introduce the gum in their countries,” she said.

The gum will be made available in two flavours: mint and aloe vera and mint and lemongrass.

Subscribe to our FREE newsletter

Get FREE access to authoritative breaking news, videos, podcasts, webinars and white papers. SUBSCRIBE

Key Industry Events


Access all events listing

Our events, Events from partners...

Live Supplier Webinars

Your future starts at Cargill's T for Trends
Cargill Cocoa & Chocolate
All supplier webinars