Vigo Gum: Chew Gum and Stay Beautiful

A new product launched in Sweden is causing a stir online: it’s called Vigo Gum and it’s chewing gum claiming to contain just the right ingredients to keep skin, nails and hair beautiful. In other words, Vigo Gum is being marketed as a beauty product.

It’s not the first to make claims that would better sit with a face cream or a conditioner, though, as we also noted some time ago with the Eat Yourself Beautiful Collagen Marshmallows.

The Independent reports that the new brand of gum has already received approval from the European Food Safety Authority, but the way it’s being presented to potential customers is causing a wave of outrage in the local press.

“Vigo Gum, launched last week in Sweden, contains Vitamins A, B1, B6, B12, C, beta carotene and selenium and claims to be good for stronger hair, nails and healthy, elastic skin – promises that have ignited the ire of nutritionists and consumers,” the publication writes.

Health experts are outraged because the way the gum is being marketed may lead customers to believe that they’re buying a drug or a proven treatment that can significantly alter their appearance.

Chances of that happening by chewing gum for ten minutes four times a day are null, they also point out.

“In an interview with Swedish newspaper Svenska Dagbladet, toxicologist Ulla Beckman Sundh expressed skepticism in the product, saying the ingredients would have little influence on the consumer’s appearance,” The Independent says.

Others, more direct, call the Vigo Gum the “dumbest” product ever released on the market, saying they’re actually convinced no consumer would fall for such ridiculous claims as the ones it makes.

Antula Healthcare, the makers of the Vigo Gum, are adamant there’s real science behind their claims, even if they were somewhat “misinterpreted” in the media, in the sense that the product doesn’t make you beautiful and healthy, but keeps you that way.

“Beautifying confectionary products, also known as ‘beauty from within’ in the trade industry, are part of a growing trend that has a long history in Asia and is starting to expand into Europe and North America,” The Independent says of the manufacturer’s defense.

As such, the gum may actually turn out to be a hit.