The UK was supposed to follow, but Brexit cancelled all those decisions. “Some gummy companies use it because it’s a convenient and cheap ingredient that creates a specific structure and taste, and adds this pastel coating on pills. Valerie Stark, a neuroscientist and director at Novomins, a gummy company that prides itself on being founded by doctors, scientists and nutritionists, raises the use of the pigment, titanium dioxide. There isn’t a particular benefit to this, unless you find traditional supplements difficult to take.” She adds that “it’s hard to get a meaningful amount of anything into a gummy because of all the other stuff you have to put in there to make it taste OK, to make the mouth feel OK, and to make it look cool.” According to Dr Federica Amati, a postdoctoral medical scientist and nutritionist: “Gummies are often high in sugar. Dietitian Sophie Medlin says most gummies fail to offer any benefits beyond traditional pills. Looks may matter but, as far as nutritional benefits go, it’s what’s inside that counts. “By explicitly selling supplements in gummy/chewy form, there is both a link to sweets, which people like, and also a very strong cue that this will not taste bad.” Most gummies fail to offer any benefits beyond pills The owner’s intuition was that children would be more likely to drink it if it looked pink and thus sweet.” The texture is also key. “Ever wondered why Pepto-Bismol is pink?” he asks of the indigestion medicine. “Generally speaking, more/stronger colour is associated with stronger taste/greater efficacy.” We associate white, says Spence, with an absence of taste. “Research shows that various pharmaceuticals work better when taken in colourful tablet, or multi-coloured capsule than when in standard white tablet form,” says Charles Spence, a professor of experimental psychology who specialises in sensory marketing. Boots’s bestselling ibuprofen is Nurofen Express – a bright red liquid capsule, despite the fact it costs £4.20 and contains the same active ingredient as Boots’s own-brand ibuprofen for 55p. In pharmaceuticals, or, in this case, “candyceuticals”, looks matter. No wonder global demand for collagen supplements is now soaring, while the hyaluronic acid market is booming. Chewy supplement makers have jumped on the hyaluronic acid and collagen bandwagons – with gummies containing these wrinkle-reducing ingredients widespread. Beauty sites now sell tubs of gummies alongside makeup and cosmetics. Powerful marketing tells us that smearing creams on our faces is no longer enough – we need to ingest ingredients that are said to defy ageing as well. The appeal of gummies ties into a high demand for personalised supplements, according to market research agency Mintel, and “beauty from within”. The global market in cute, chewable gummy vitamins is worth an estimated $7.3bn, displacing pills which, according to the Nutrition Business Journal, officially slipped behind non-pill format supplements in 2019. The UK vitamins and supplements market is currently worth £520m, with nearly one in four Brits popping vitamins, minerals or supplements daily and, increasingly, we are chewing rather than swallowing our way to healthier versions of ourselves.
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